The commodification of personal style: fashion in the age of capitalism

Fashion is often seen as an important form of expression, and our 'personal style' as an integral part of our being. But in this technological age, with fashion being commodifiable and used for capitalistic purposes, are we losing our sense of self?

For hundreds of years, fashion was a statement of class and wealth; the highest in society adorned themselves with expensive jewels and materials, while the lower class wore cheap and practical clothes. Only since the rise of 'fashion culture' in the 20th century have we noticed a shift in the individuality and autonomy of personal style.

The Golden Age of Hollywood saw the birth of the first 'fashion icons', with Audrey Hepburn, Sophie Loren and Marilyn Monroe becoming renowned for their personal styles. Counterculture movements in the '70s and '80s, such as the introduction of hippies, punks and goths opened up fashion spaces for anyone- everyone belonged somewhere!

Today, with our vast technological landscapes, aesthetics are the new rage. From cottagecore to the clean-girl aesthetic, our personal styles are constantly evolving to fit with the latest commodified trend. It feels like we aren't as authentic as we used to be, using fashion as a means of 'fitting in' with the rest of society instead of seeing it as a form of expression.

The rise of influencer brands, such as Kim Kardashian's SKIMS, demonstrates the commodification of personal style for entirely capitalistic reasons. Products are marketed to millions so that fans of the Kardashians can wear the same clothes as their icons, stripping away any ounce of personality or authenticity. This is a common theme amongst celebrities with specific personal styles, disseminating their aesthetic across the internet and influencing their impressionable young fans.

Similarly, fast fashion brands contribute to the commodification of the fashion industry by rapidly producing the same pieces of clothing, using low-quality materials and cheap manual labour.

However, it's not a helpless cause, as we have control over the things we consume and the aesthetics that we engage with. We can reclaim fashion from the hands of capitalism and commodification by not falling into the hands of social media influencers, celebrities and fast fashion brands. Searching for cute, unique pieces of clothing on Vinted or in the local charity shop can be the first step towards building your style, contributing to a more positive and rewarding system which isn't entirely built on capitalism and commercial gain.