third clique

Have we forgotten how to dress for ourselves in a world where trends 
change daily and algorithms decide what’s cool?

“Fashion cycles are shrinking because algorithms push new microtrends daily which is overwhelming and wasteful,” said Ankita Agarwal, 28, a data engineer at Deloitte in California, United States. In today’s digital age, fashion is no longer about personal expression it has rather become a game of trends. Fads are nothing but a conspiracy developed by many hands working together.

Image credits: Styled by Jai Verma
Photographed by Medha Gupta, Model: Jai Verma

Aarushi Sharma, 22, an MBA student at NMIMS said “I see clothes on my Instagram feed and eagerly want them, even when I’m aware they don’t match my style. But somehow, the urge to buy is stronger than my judgment.” Why is everyone okay with wearing the same attire? Is it because we have given up on using fashion as a form of personal expression, or does influencer culture and online shopping serve us everything ready to eat on a platter? At first glance, it might seem like we’re simply expressing our individuality when we buy that trendy outfit we saw on Instagram.

Image credits: Styled by Jai Verma
Photographed by Medha Gupta, Model: Jai Verma

But in reality, what we think is personal choice is nothing more than a mirage created by a much larger machine at play. Social media platforms and e-commerce websites have perfected the art of influencing our decisions. Through algorithms, artificial intelligence, and sophisticated data mining, they track our every click, like, and purchase. What once seemed like harmless recommendations now serve a much sinister purpose: to control our minds, our wallets, and ultimately, our sense of self.

Image credits: Styled by Jai Verma
Photographed by Medha Gupta, Model: Jai Verma

“From Zudio to H&M, every fast fashion brand is selling a tee with a printed bow on it, a classic example of how these brands mint money from trends and the effect it has on people,” said Parnika Gandhi, 23, a student of communication design at Pearl Academy, Delhi, during our visit to the newly opened Zudio store adjacent to the college. We’re led to believe that by purchasing the “must-have” items listed by an influencer on the gram, we’re keeping up with the times, staying on trend, and looking stylish. But what we’re really doing is conforming to an ideal that’s been manufactured by the system itself. We’re not expressing ourselves through fashion; we’re simply participating in a collective charade designed to generate profit, losing the essence of individual aesthetics.

The question arises, how do we find or reclaim our personal style? The answer lies in awareness. By understanding the ways in which we are being influenced, so that, we are able to resist the temptation of subconsciously following every trend and instead focus on cultivating a style that’s truly our own. “I avoid scrolling through Pinterest or Instagram for outfit inspiration because I feel like I lose my individuality when I try to replicate someone else’s style. Instead, I focus on shopping for basics and some unusual pieces, which I then wear in a way that reflects my vibe.

Image credits: Styled by Jai Verma
Photographed by Medha Gupta, Model: Jai Verma

Since childhood, my mother has taught me to dress uniquely. My dislike for wearing trendy clothes comes from the values she instilled in me, teaching me to be a distinctive individual,” said Jai Verma, 23, a student of interior design at Pearl Academy, Delhi. Fashion should be about expression, not manipulation. It’s time to stop being pawns in a game we didn’t sign up for and learn to embrace the individuality our clothing can help us reflect.