By Cristina Rivas / Translated by Adriana Serrano
For decades, trends have been a compass for consumers: what to wear, how, when, and why. However, in a context of environmental crisis, textile overproduction, and the loss of cultural identity, going with the flow without questioning it seems more like inertia than choice. So, why do we keep dressing to belong?
Dressing to belong is a practice deeply rooted in our social nature and the evolution of fashion as a tool for identity, expression, and cultural adaptation. Throughout history, the way we dress has served both to integrate us into groups and to differentiate us from them, reflecting dynamics of power, resistance, and belonging.
From a sociological perspective, the need to belong is inherent to human beings. Fashion acts as a visual language that allows us to communicate our identity and affiliate with certain social groups. This phenomenon can be explained by several factors:
- Herd instinct: The natural tendency to be part of a group to ensure survival and emotional well-being.
- Social conformity: The implicit or explicit pressure to adhere to the prevailing norms and styles of a given group.
- Identity-seeking: Especially during stages like adolescence, when fashion becomes a key tool for exploring and affirming one’s identity.
Moreover, the fashion industry and digital platforms amplify these dynamics by constantly promoting new trends. The latter, leading to a phenomenon known as fashion burnout, where personal identity is threatened by the speed and ephemerality of current styles.
In today’s fashion industry, trends are no longer solely the product of creativity but also the result of consumption calendars. What’s new, what’s viral, what the algorithm dictates. Yet another movement is emerging: one that can choose what is trendy. And along this path, Latin America is making a difference.
From Universo MOLA, a sustainable fashion ecosystem, a different way of inhabiting fashion is being proposed. It’s not about rejecting trends but giving them purpose. Valentina Suárez, director of MOLA, highlights that "being sustainable isn’t just about using eco-friendly materials, but also about thinking of the traceability of each garment, understanding its story, and valuing its process."
This is what designers like Arzayús (Guatemala), who transforms recycled clothing into unique pieces with an urban touch, or Pinsón (Colombia), a brand that fuses science, biomaterials, and sustainable fashion, are showing. Using 100% natural pigments and eco-friendly materials, they create clothing with purpose. Both presented their collections on the runway at Universo MOLA Fashion Week 2025; these brands do not simply portray fashion trends: they are manifestations of identity, resistance, and ethics.
Throughout history, various movements have exemplified how fashion reflects and shapes social dynamics:
Youthquake (1960s):
Coined by Diana Vreeland, this term describes a cultural movement where youth took control of fashion, breaking away from norms imposed by couture houses. Inspired by music and pop culture, young people adopted styles like miniskirts and bold colors, defying conventions and setting new aesthetic standards.
Dapper Dan and Black Dandyism (1980s):
In Harlem, Daniel Day, known as Dapper Dan, created custom garments adorned with luxury brand logos, adapting them to African American culture. This act of appropriation and reinterpretation was a form of resistance and identity affirmation in the face of exclusion from major fashion houses. Decades later, his influence was acknowledged by the industry, cementing his role in redefining urban fashion.
Neochulapismo (Contemporary Madrid):
In Madrid, a trend has resurfaced that reclaims local folklore and traditional Madrid attire as a form of identity and resistance against global standardization. This movement, known as neochulapismo, revives popular traditions and has been embraced by both young people and political figures, becoming a symbol of local and cultural pride.
The problem isn’t following a trend. The problem is doing so without thinking. Do we buy because it represents us, or because we want to fit in? Do we choose clothes for their message, or out of fear of being left out of the dominant visual narrative?
Dressing to belong is a profoundly human act. But today, we have the opportunity to decide what we want to belong to: a system that uniforms us to consume, or a community that uses fashion as a language for change.
The runways of Universo MOLA Fashion Week 2025, held in Bogotá, made it clear that conglomerates do not dictate new trends, but by territories, memories, and causes. Dressing with purpose is no longer a rarity — it’s an urgency.
And perhaps, in the end, sustainable fashion doesn’t want to kill trends. Maybe it wants to save them. Because when trends have a soul, they can guide — not impose.
Sources:
https://ecolover.life/blog/universo-mola-ong-moda-sostenible-latam/
https://en.wikipedia.org/wiki/Youthquake_(movement)
https://elpais.com/eps/2025-05-02/neochulapismo.html
Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review, 50(4), 370–396.
Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Compliance and Conformity. Annual Review of Psychology, 55, 591–621.
Davis, F. (1992). Fashion, Culture, and Identity. University of Chicago Press.
