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Abstract Generation Z grew up in a media-friendly environment, and this study aimed to examine how YouTube influences their perception of appearance. The research followed the methodological procedures of Giorgi’s phenomenology and conducted in-depth interviews of 15 Korean women who were born between 1995 and 2005 and enjoyed watching fashion-related YouTube content. The results showed that Generation Z was greatly influenced by fashion YouTubers and the visual stimuli they provided. They had a positive attitude towards YouTubers, actively participated in online non-face-to-face communication and tried to look like them. Their watching of YouTube fashion content had a variety of influences with regard to their perception of looks and appearance management. Repeated exposure to YouTubers’ slim bodies and appearance-related content led viewers to accept this body type as the ideal. Moreover, appearance-related information provided by YouTubers was being used as indexes of their lifestyles and consumption habits. Though YouTubers’ influence was both positive and negative, Generation Z’s pursuit of their own personalities made YouTube an independent fashion medium that was not affected by space or time.
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