Lululemon leggings, Stanleys, and Uggs. Shein, H&M, and Zara. Why does everyone look the same? Personal style, which was once an intimate way to express your individuality, is consumed by trends, social media and consumerism. Fashion today has become a homogeneous sea of the same looks, despite it once being a domain of rebellion, self-expression, and authenticity. As fast fashion dominates the retail industry and influencers dictate what’s “cool,” is personal style truly dead, or has it simply evolved in unexpected ways?

Historically, fashion was an art form, a statement of identity and individuality. But nowadays, unique looks seem to be reserved for the runway. However, even the looks on the catwalk bleed into each other, becoming a horde of the same outfits. Influential luxury brands like Chanel, Gucci, and Prada continue to produce what seems to be copies of the same outfit.

“Luxury brands used to produce clothes that were unique,” said Vivian Huynh, a sophomore at Wakeland.  “Like, if you saw someone wearing a luxury brand, you could immediately tell that it was from that specific brand. But now, nobody can tell that a plain white jacket is from Chanel,” 

Contrarily, fast fashion brands seem to be manufacturing the unique and cute clothes that everyone is looking for. With an affordable price and the luxury of a large selection to choose from, these brands have become the entirety of our wardrobes.  For instance, you’ve probably heard of SHEIN, a fast fashion brand known for their wide range of clothing and notoriously cheap prices. Along with their net worth of over 100 billion dollars, SHEIN is the popular one-stop shop for shoppers looking to buy a large amount of clothes for a small expense.

However, fast fashion does exactly what the name ensues: it dies fast. The moment a style of clothing or trend passes, consumers typically stop wearing the style, leading clothing to be discarded. According to Greenpeace.org, a shocking 90 million tons of garments find their way to the landfill each year, out of the 100 billion that are produced. This is a startling statistic, and sheds light on the mindset that consumers have with clothes today. We have shifted our view on clothes to be “disposable” rather than a long term investment. Instead of purchasing versatile and staple pieces of clothing, we have turned to buying trendy, in style clothes that consumers will quickly discard.

However, the rise of fast fashion and the fall of luxury brands is only one piece of the puzzle. Social media, namely platforms such as Instagram, TikTok, and Pinterest play a pivotal role in the homogeneity of style today. On these algorithm heavy apps, trends spread like wildfire, reaching your phone and the feed of millions in a matter of minutes. Influencers, celebrities, and brands continue to shape what is considered “cool” or “desirable” at a rapid pace.  Influencers, who often promote products through paid partnerships, encourage followers to replicate their looks, resulting in a uniformity of style. The rise of “Instagram aesthetics” — from minimalist neutrals to maximalist Y2K revivals — means that more and more people are dressing alike, not because they share the same taste or identity, but because they are chasing viral trends, and the high of fitting in. 

The relentless pursuit of trendiness often overrides personal preference, creating a reflection of what’s trending. TikTok challenges, Instagram posts, and Pinterest mood boards dictate what’s “in,” leading consumers to jump on bandwagons without considering whether the style truly represents them. As fashion evolves at a frightening speed, it’s difficult to keep up, and even harder to create a space for truly original self-expression. The power of social media to create viral trends has blurred the lines between what’s personal and what’s popular.

But is this a death for personal style, or is it simply transforming into something new? While it’s true that today’s fashion landscape is increasingly influenced by algorithms and influencers, there are still those who push against this wave of uniformity. Small but growing movements like “slow fashion” and the resurgence of thrifted clothing reflect a longing for something more meaningful. Slow fashion, which prioritizes sustainability, quality, and craftsmanship, encourages consumers to invest in fewer, longer-lasting pieces rather than buying into the cycle of fast, disposable fashion. Vintage shopping and thrifting has become more popular as people seek out unique, one-of-a-kind pieces that express their personal history and individuality.

People are exploring self-expression through niche subcultures, blending aesthetics, and embracing a more diverse range of body types, cultural influences, and sustainability movements. Authenticity still finds its way into the mainstream, albeit in less obvious forms.

Personal style may not be truly dead—what we’re really witnessing is its transformation.