To love fashion is an expression of desire closely related to human nature. Human nature is a concept involving both sensibility and rationality. Fashion and human greed are intertwined, and whether it is greed for beauty, fame, power, profit and love, it impacts our psyche.
The dualism of human nature. © Artwork by Constanza Coscia, Istituto Marangoni alumna and graphic designer
My survey shows that about 82% of people agree that the psychological impact of fashion is to provide a sense of freshness and satisfaction because we feel rewarded and pleased with our purchases or consumption. Fashion marketing strategies often drive this desire for more, and as consumers, we may end up following trends without much thought or consideration.
Fashion is addictive – science says so
As the French group psychologist Gustave Le Bon put forward in 1895: “Once the individual becomes a member of the group, what he does is no longer responsible. Then everyone will reveal the side that he is not bound by. The pursuit and belief of the group has never been the truth and reason, but blind obedience, cruelty, paranoia and fanaticism. They just only know the simple and extreme feelings.”
The greed of human nature. © Artwork by Constanza Coscia, Istituto Marangoni alumna and graphic designer
People became enslaved to dopamine, a hormone linked to the brain’s reward system of pursuing needs.
The dopamine rush is triggered by validation from external groups or receiving compliments from others. This phenomenon is common in people aged 18-24. From my survey data, we can see that 62% of young people are more concerned about “what others think of me”. There was an event that might support Gustave Le Bon’s theory. Some time ago, fans of a popular idol programme in China bought millions of dollars worth of dairy products to find QR codes, which they scanned to vote for their favourite contestants in the talent show. Not to mention when ‘fan groups’ are encouraged to compete, show off their wealth and indulge in luxury and pleasure.
Fashion-influenced
Here is all that emerged from the survey I created for my analysis of Fashion and Humanity.
What emerged from the survey I created for my analysis of Fashion and Humanity
Regarding how fashion influences people, 61.16% agreed that fashion has a material influence and can bring a high quality of life. 73.21% believe that fashion’s influence is psychological, and 74.11% think fashion is about satisfying personal desires. According to 82.14% of respondents, fashion brings a constant sense of freshness, satisfaction and gratification. 56.7% agreed that fashion provides a sense of self-worth and that everyone can show their uniqueness through fashion. This indicates a strong connection between fashion and human nature.
Finding harmony in complexity
Both positive and negative traits can characterise human nature. While some may exhibit greed, selfishness, indifference and slander, we can’t deny that everything has two sides. Just like day and night coexist symbiotically, so does the complexity of human nature.
The goodness of humanity. © Artwork by Constanza Coscia, Istituto Marangoni alumna and graphic designer
Inclusiveness is growing big in the fashion industry. Whether it’s about body appearance or ethnicity, Western science and technology or Eastern classical culture, fashion is becoming more diverse in representing its customers. The biased beauty standard is crumbling, and the fashion industry is becoming more and more inclusive.
Fashionistas now have the chance to see themselves represented and included. We can express ourselves through fashion without fear of rejection. It empowers individuals through diverse and inclusive models, so we can fit in and feel that dopamine rush that makes us feel alive.