Fashion brand communication on Instagram is critical in shaping Generation Z’s (Gen Z) perceptions of identity, self-expression, and beauty. However, concerns persist about the continued use of objectifying imagery in digital marketing, even as overt sexism declines. This paper explores how specific fashion brands engage Gen Z through visual strategies on Instagram, revealing that Adidas aligns with Gen Z values through empowerment-centric, low-objectification imagery; Diesel employs playful provocation and stylised objectification to tap into Gen Z’s appetite for rebellion; and Zara, while aesthetically aspirational, lacks the diversity needed to resonate with South African audiences.