Never mind Millennials, this week WWD trains its investigative eye on Generation Z and its attendant segment of the economy and accordingly devotes its cover to The Atomics. The musical group, which is comprised of the Smith siblings Lucky Blue, Pyper America, Daisy Clementine, and Queen Starlie, could not be more fitting Gen Z standard bearers, what with its nearly instinctual grasp of the technologically-mediated world that we are now inhabiting. Gen Z is generally regarded to include those people born in the 1990s, which now makes up 25% of the total population of the United States. Apart from claiming an ever expanding slice of the economy, Gen Z is understandably dominating new technologies including social media. “When I post a picture of myself, I can get lots of ‘likes,’ but when we’re all in one together, it like, blows up,” said Lucky speaking to WWD. Lucky has over 1.2 million followers on Instagram and receives on average 40 thousand likes per post. Together the four siblings from Utah by way Los Angeles have designs on even larger figures beginning with the release of their first record next year. Whatever the future holds for Gen Z, it ought to follow the lead set by The Atomics.

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Credits include: Publication, WWD August 2015 N°1; Title, “Ready or Not Here They Come”; Photography, Emman Montalvan.

The Atomics | WWD August 2015 N°1 (Photography: Emman Montalvan)

The Atomics | WWD August 2015 N°1 (Photography: Emman Montalvan)