The Psychology of Fashion

Watch the latest videos on YouTube.com

I'm tired of all these fashion articles telling us what to wear and how to wear it. While I think we may all confess to falling victim to fashion in one way or another, such as by not frolicking around in a completely one-of-a-kind, homemade outfit in the first place, there are those who commit to fashion as one of their top priorities in life. I'm not talking about fashion designers, buyers, or anyone who actually works in the industry. I'm talking about people who list fashion among their top interests or hobbies. Yeah, that's right, people consider fashion, or rather, shopping for fashionable clothes, a hobby. I don't think there's anything wrong with indulging in a little self-confidence by treating yourself to that perfectly fitted top or those gorgeous stilettos, but why, may I ask, do these trendy garments give us this "high" in the first place?

The stereotype that females are the gender that is more geared to fashion actually has some basis. This makes sense when we observe how females are also the gender to more commonly put on make-up and extensively groom their hair. Females are known to be the more visually appealing gender while males are more easily visually stimulated when it comes to attraction. Appearance is an important factor in the female's competition to "find a mate." Therefore, it is no wonder that so many females are so dedicated to fashion, especially when these gender roles are so highly socialized.

The concept that baffles so many is why trends exist in the first place. Why can't we just stick with the tried and tested? Why does having the latest thing "assert our indivudality" when we know that by the time the leaves change color, almost everyone and their mother will have bought this fashion?

People like to belong. If they must do this by buying their way into the elite fashionista crowd, so be it. It doesn't matter if you never speak to anyone else in the crowd. It only matters if you're in the know or in the loop. No one likes to be ridiculed for their appearance. We conform to other uncountable, socially accepted standards, so why would what we wear be different? Fashion works in our favor in the way that it unites us.

However, I've so far neglected a word that comes hand in hand with fashion - style. Where fashion unites us, style sets us apart. Style is what we choose to wear from all the clothes that are available to us. It is the image we create for ourselves. This is the word we must use when it comes to "asserting our individuality" with clothes. Some choose a style and stick with it all their lives. Who hasn't heard of that mom who can't get out of the 70's? Then, more commonly, there are those with a self-proclaimed style but who lunge at the newest trend. These people obviously want to be accepted in society, but they also walk the fine line of not wanting to be just another one of a million. They strive to reinvent themselves just as fashion does. They want to be in the loop while keeping a firm grip on their own style. This combined sense of unity, individuality and being the most newly informed gives them a small sense of power or confidence. These things, after all, are important to our instincts of survival. It is very difficult to survive without anyone else, not to mention impossible to pass on your genes. Individuality (within the confinements of socially accepted standards) gives a person an identity so they are more easily remembered. Being someone highly informed on what's going on in the culture, people will always look to you for your knowledge and value you.

Of course, fashion gives us a "high" not only for these reasons, but also due to the same reason anyone gets a "shopper's high." Consumerism and effective marketing has conditioned us into feeling rewarded with each new purchase. We don't personally go looking for things in nature to make these things ourselves, and we must use our hard-earned money to obtain what we desire.

As for me, I'll continue to enjoy my shopping hunts for cute new clothes that fit my personality. While I may not be as into it as the vain Ms. Shopaholic over there, I'll gladly use the extra time to pursue other more useful endeavours.