The Rise and Fall of Fashion Identities

How fashion trends have taken over our identities, and how we can take back control.

As a new academic year kicks off, the streets around Hyde Park have become a fashion show, and the brave students who are attending those dreaded 9am classes are its models.

Let’s be honest here, we all try our best to look presentable on campus, maybe even fashionable; you never know who you might meet on your way to Roger Stevens or who you are going to sit next to in Eddie B! It is exactly in the meanders of our campus that fashion trends are birthed, followed, and, increasingly in the last couple of years, quickly forgotten about. 

Remember the glorious days of the Adidas Sambas, that latched like a magnet onto everyone’s feet? And, despite them being now a cringe item thanks to a certain politician (coff.. coff.. Rishi Sunak), we can’t lie that we have either owned a pair, now gathering dust at the bottom of our wardrobes, or were seriously considering investing in one.

Or how about the leopard print phase? Woodhouse Moor looked like a scene straight out of a wildlife documentary, with everyone covered in wild prints. 

But here’s the question: Why do trends seem to die out so fast these days? What is truly going on in the fashion world?

While fashion trends can help us experiment and discover our own personal style, and to feel part of a community, the whole system has now reached a critical point, and I think everyone could agree on this. 

These days, because of heavy advertisement, influencer culture, and social media, we, the consumers, have become the product. Think about it: when you buy that trendy belt you saw on TikTok, you’re not just buying an accessory; you’re participating in a system where companies profit off your natural desire to belong. Fast fashion retailers in particular, keep generating and pushing multiple micro-trends and aesthetics at the same time, for us to fall repeatedly in the purchasing trap.

So, What now? Where are heading? Is our future doomed?

Rest assured; nothing is lost yet, unless we have made our minds up. While the system of fashion trends and fast fashion seem unstoppable, there are ways we can turn the situation to our own advantage. 

First of all, it is important to zoom out for a moment, and understand that trends are not a new thing. In the 70s, flowy maxi skirts represented the hippie culture, and were taken over, in the 1980s, by the punk leather jackets, which some of us lucky enough might have inherited from parents and grandparents.

What has changed from the past is that nowadays everything is available at anytime, anywhere, in a multitude of shapes and colours, at very low prices: retailers like Shein and Temu are clear representations of this historical shift.

The trend cycle, once 20 years long, has now shrunk to 5/10 years, and we seem unable to keep up with the fast-pacing train of fashion: we invest in a piece we think will be a staple for the next decade, for it to be quickly forgotten in the span of a few months, if not weeks. 

We now need to reclaim the title of consumers instead of product, and start thinking about how we can be fashionable and trendy, while not harming the planet (and our wallets). 

Visualise first what trends actually resonate with your personal style. Ask yourself the dreaded question ‘Do I need this? Will I still wear it next year?’ and think about ways you can shop ethically – like shopping second-hand, purchasing from small businesses, or, if you feel crafty, making it yourself. 

At the end of the day, fashion should be about self-expression, not keeping up with every possible fleeting trend. So, whether you’re rocking this season’s must-have or re-wearing a timeless vintage find, remember – you’re in control of your style, not the other way around. 

Words & Illustrations by Ruben Lee (he/him)