By: Fuyu Banno

Graphics Editor

The rise of mint caught my attention from the very beginning: a color so bright and out of the ordinary but within the past few months, it seemed to be on everybody and in every store. The distinct mint color is called “Seaform Teal” at Brandy Melville and called “Aqua” at Edikted. It seems as though everyone across the globe is familiar with this pigment. The color is trending in Asia where well-known stores like Musinsa in Korea and Wego in Japan distribute the popular shade. Cosmopolitan UK calls it “the trend to know.” If the entire population seems to be on the same page, the individual behind the style gets lost. Consumers need to be mindful of clothing they purchase, as homogenous style erases individuality. 

For hundreds of years, clothing and textiles have told stories and acted as forms of self-expression. A friend recently showed me a hand-knitted quilt that their grandma passed down to them, and they wore to school. Another wears pink consistently because it’s their favorite color.

Fast fashion plays a significant role in the downfall of an individual’s personal style. Alongside the unethical work conditions and environmental factors, abysmal problems on their own, fast fashion is deeply involved in a uniformly styled environment. It’s easy for consumers to wear what everyone else is when the price tag allows for an easy purchase. Sellers themselves tailor whatever they sell into algorithms and make sure that their shelves are up to date with the latest trends.

The issue isn’t fast fashion alone; it goes hand in hand with human psychology. The need to fit in and the Bandwagon effect ultimately cause humans to feel the need to buy the same things as everyone else. Take Uggs for example: the price tag cannot compare to fast fashion and should be considered more of a luxury item, but looking down at everyone’s feet in the winter, it seems everyone has a pair.

Understanding the difference between personal style and merely fashion is essential and as Coco Chanel puts it in simple terms, “Fashion changes, but style endures.” As globalization becomes eminent, we become keenly aware of what others are wearing and what is considered “trendy.” A pair of shoes that everyone wanted yesterday may end up in the back of a closet in a couple of weeks. But on the other hand, personal preference or what clothing makes you comfortable does not change in mere weeks. 

One solution to battle the rise of homogenous style is through purchasing second hand. Second – hand stores offer unique pieces and a wide range of styles at more affordable prices. Instead of having limited options, these stores allow individuals to find something that speaks to them. Luckily, these kinds of stores are growing in popularity; according to a report from the Bank of America, secondhand consumer spending is up 22%. 

So the next time you end up on an online e-commerce site or arrive at a store in the mall, think to yourself whether what you are buying is intentional and if it is uniquely you. What you like and enjoy is not something everyone knows, it’s something that only you do.

(Sources: Bank of America, Forbes)