Who decides what I wear?
Fashion has never been more accessible. With endless choices, niche brands, and algorithm-driven feeds promising to help us “discover our style,” the options seem limitless. Yet, in this pursuit of individuality, how much of what we wear is truly our own choice?
Influencers claim authenticity through product tags, while brands market collections as the essence of “you”—all while steering us toward hyper-curated, trend-driven versions of ourselves. So, if we’re all supposedly “expressing ourselves,” why does it sometimes feel like we’re dressing to fit someone else’s idea of who we should be?
Fashion is known as liberating — a chance to reflect our moods, journeys, and personalities. Yet, more often, it confines us within boundaries drawn by others: influencer endorsements and glossy spreads, pushing seasonal “must-haves,” and the relentless tide of “what’s in.” The question then becomes not just who decides what I wear, but also, how much of what I wear is truly mine?
Recent research shows influencers wield significant sway over UK consumers’ wardrobes, regardless of any scepticism. Roughly one in four adults admit to being influenced by their recommendations, with that figure soaring to over 50% among younger generations. Forbes reports that 81% of consumers’ purchasing decisions are swayed by their friends’ social media posts. At the same time, Stackla finds that 66% of consumers have been inspired to try new brands after seeing images shared by other consumers. Love it or hate it – but digital media culture is reshaping not only our closets but also our sense of identity.
Self-discovery within the commodification of fashion reveals a dual urge: the desire to fit in and the need to stand apart. In the deeply personal pursuit of finding our style, it’s ironic how much we crave both—to express our individuality yet belong to a larger narrative. Fashion is, by nature, subjective—a canvas for identities. Yet it has become a paradox, an act of self-expression moulded by external forces, balancing the need for uniqueness with an equally strong pull toward conformity
This tension highlights fashion’s role as both a mirror and a mask. On one hand, it serves as a tool to communicate our values and creativity; on the other, it allows us to align with collective ideals and feel a sense of inclusion. The personal nature of style blurs with cultural cues, social media trends, and the influence of others.
True style emerges from navigating this balance — not by blindly rejecting trends or following them, but by choosing elements that resonate on a deeper level. It’s about crafting a look that reflects both our individuality and our place in the world, celebrating the push and pull between self-expression and belonging. In fashion, finding oneself is as much about blending in as it is about standing out.
Finding your style isn’t a one-step solution; it’s a journey shaped by subtle shifts and small realizations. Spend a day exploring your wardrobe, noticing the colours, textures, and silhouettes that feel like extensions of yourself—the pieces that boost your confidence. Create a mood board not with what’s trending, but with images that evoke memories or spark inspiration. Experiment with thrifted finds or borrowed pieces, allowing yourself to explore different looks without pressure. Over time, patterns will emerge, gradually building a wardrobe that tells your story. The question of “who dresses me” is food for thought; ultimately, the only way to truly dress for yourself is by cultivating your own sense of self, grounded in opinions that are entirely your own. Trends will come and go—some you may love, others you may dismiss. But real style is about crafting a look that’s true to who you are, right now.
In the words of Vogue’s fashion arbiter, Anna Wintour…
“Create your own style… Let it be unique for yourself and yet identifiable for others”
