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. As this generation matures into a dominant consumer group, brands must adapt to their increasing interest in inclusivity, authenticity, and social consciousness. Instagram for Gen Z emerges as more than just a platform; it has become a cultural interface where design choices carry lasting societal weight. A qualitative methodology, grounded in multimodal analysis, aided exploration into this phenomenon using Barthes’ semiotic theory and Kress and van Leeuwen’s visual grammar to unpack high-engagement Instagram posts from Adidas, Diesel, and Zara between August 2023 and July 2024. Purposive sampling focused on brands across affordability tiers, targeting South African Gen Z consumers. Each post’s denotative and connotative meaning was explored using a bespoke analysis tool to guide the analysis. Findings indicate that Adidas produces empowerment-focused visuals with low objectification, aligning with Gen Z’s values of inclusion and authenticity. Conversely, Diesel uses greater objectification than Adidas, but visually appeals to Gen Z’s desire for rebellion and self-expression. Zara's visual identity presents an engaging yet ambiguous blend of aspirational and accessible aesthetics. However, Zara's notable lack of diversity significantly limits its relevance to the South African Gen Z population. The findings uncover how these brands navigate, and occasionally exploit, Gen Z's complex relationship with image, identity, and ideology. The paper contributes to design education by offering a framework for critically exploring fashion brand communication online, and seeks to cultivate visual literacy and ethical decision-making. Ultimately, this research champions intentional, ethical design in digital brand communication and offers a model for how brand leaders can meaningfully connect with Gen Z while fostering more responsible visual cultures in digital spaces.