This research examines the impact of visual advertisements for fashion products on the consumer behavior of Generation Z, a demographic characterized by its technological proficiency and active engagement with social media. Visual advertising employs images, graphics, and videos to capture audience attention and convey messages effectively. Understanding consumer behavior involves analyzing purchasing habits, utilization, and disposal patterns. Generation Z’s emotional responses to digital fashion ads are influenced by cultural factors, social media interactions, personal beliefs, and brand perceptions. The study emphasizes the critical role of social media in shaping marketing strategies targeted at this generation, as it serves as a vital platform for comparing consumption experiences. A systematic literature review is presented here which gathers relevant insights from selected studies, revealing how digital fashion advertisements resonate with Generation Z and impact their preferences and buying behaviors. This research is important as it highlights the significance of visual marketing in appealing to this generation, offering valuable insights for future marketers and researchers to understand the evolving dynamics of consumer habits in the digital age, ultimately guiding effective marketing decisions and policies.