Fashion trends are like waves—they come and go, only to return in different forms. One moment we are obsessed with mini skirts, and the next, oversized blazers are everywhere. But have you ever wondered why we are so drawn to the latest fads, even when they seem fleeting?. Well, sorry to break it to you, but there is more behind it than just wanting to stay stylish. These trends reflect our cognitive and emotional processes and there are powerful psychological forces at play that keep us hooked.
It’s About Social Proof
Have you ever noticed how an item seems more desirable once a few influencers or celebrities start wearing it?. Take for instance the reign of Miu Miu’s mini skirts in 2022. That is social proof in action. Social proof is a psychological phenomenon wherein people copy the actions of others in choosing how to behave in a given situation. The term was coined by Robert Cialdini. According to Robert Cialdini, author of Influence:The Psychology of Persuasion, humans are wired to look to others for cues on how to behave, and fashion is no exception.
When everyone is rocking a certain style, our brains tell us that it must be worth our attention and we must take part too. Social media platforms like Instagram, TikTok and Pinterest amplify this effect. One viral post can transform a brand into a must-have. Think about how quickly Lululemon’s $68 mini shoulder bag took over TikTok in May—social proof played a big role in making them go viral.
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The Need for Novelty
We all love new things as it’s part of human nature. Psychologically, we are wired to crave novelty. This desire for the new is fueled by dopamine, the brain’s “feel-good” chemical. Every single time we experience something new, our brain gives us a dopamine boost, which makes us feel rewarded. So, when a fresh trend appears, we are subconsciously chasing that dopamine rush.
Dr. Karen Pine, author of Mind What You Wear, explains that fashion helps us express our individuality and can affect our emotions. When we try out a new trend, it is not just about the clothes, it is about the excitement of stepping out in something fresh, which gives us a sense of accomplishment and pleasure.
Keeping Up With the Joneses (and the Kardashians)
We can not talk about fashion trends without acknowledging the pressure to keep up. Fashion’s cyclical nature is tied to what psychologists call the “scarcity effect.” When an item is seen as limited or exclusive, it becomes more desirable. In fact, social comparison theory, first introduced by psychologist Leon Festinger in 1954, suggests that people determine their social and personal worth based on how they stack up against others. This drive to evaluate ourselves in relation to others fuels many of our fashion choices. Whether it is upward social comparison like looking up to celebrities like Kim Kardashian, or downward comparison—feeling more fashionable than others, these comparisons push us toward specific trends.
Brands like Supreme have mastered this tactic by creating a sense of urgency with limited releases. This taps into our FOMO (fear of missing out) and makes us more likely to invest in a trend, even if we don’t need it. And, let’s be real, once the Kardashians wear it, we are all trying to get our hands on it.
How to Break the Trend Cycle
While it’s fun to experiment with new styles, it’s also easy to get caught up in the whirlwind of fast fashion. The key to breaking free from the cycle is understanding your own style and buying what truly resonates with you. Try investing in timeless pieces or trends that reflect your personality, so you won’t feel the pressure to constantly chase the next big thing.
One thing is for sure, fashion trends will always come and go, but understanding the psychology behind them can help you make more mindful choices. Whether it’s social proof pushing you towards a new jewellery piece, or the dopamine hit you crave from trying something new, there is always a reason behind why we jump on the latest fads. The next time you feel the urge to buy into a trend, ask yourself—is it because you love it or because everyone else does?
Ultimately, fashion should reflect who you are. Instead of being swept up by every trend, consider what makes you feel confident and comfortable. As Karen Pine would say, Mind What You Wear, because what you wear is an extension of who you are.
