Have you ever scrolled through TikTok, seen an outfit you loved, and suddenly felt like you needed to buy it? With trends constantly changing, it can feel as though there is always a new version of ourselves to reinvent or create. SHEIN, the online fast-fashion retailer, provides an interesting example of how social media influences identity and self-expression in a digital world. Fashion has always been a way of communicating personality, interests and social belonging. However, social media has made this process increasingly public. Goffman (1959) argues that people present different versions of themselves depending on their audience. This can be seen on Instagram and TikTok, where users carefully select outfits, photographs and aesthetics to illude a particular impression. SHEIN makes experimenting with different styles more accessible because it’s relatively inexpensive, so the clothing allows consumers to explore new looks without spending a fortune.
However, this relationship between identity and fashion becomes more complicated when we consider influencer culture. SHEIN haul videos, outfit recommendations and sponsored content turn shopping into entertainment. Influencers do not simply advertise individual products; they often promote entire lifestyles and aesthetics that viewers may want to recreate. Gan (2021) examines SHEIN’s business model and its use of digital marketing to reach consumers, illustrating the importance of online platforms to the brand’s popularity. This raises an important question: are we expressing our individuality, or are we just purchasing products in tribal hopes of becoming the people we see online? For example, someone might embrace a coquette aesthetic one month and alternative fashion the next. Although experimenting with different styles can be enjoyable and absolutely valid, the constant appearance of new trends can make identity feel temporary, as if we must continually buy new clothes to keep up with each new trend.
Marwick and boyd (2011) explore the concept of context collapse, where different audiences overlap on social media. This is relevant to SHEIN because users may feel pressure to maintain a particular image for their followers, friends and even potential employers. For example, someone who regularly posts outfit videos may feel the need to follow current fashion trends to maintain engagement and attract positive attention. Clothing therefore becomes more than something we wear; it becomes part of the identity we communicate to others. When likes, comments and followers provide visible approval, self-expression can become connected to external validation, making people more conscious of how they appear online. There is also a wider issue of consumerism. Alkkiomäki et al. (2024) examine how fast-fashion brands use Instagram to legitimise their practices, highlighting how social media influences the way consumers perceive brands. Meanwhile, Gokool and Pramjeeth (2026) investigate the relationship between SHEIN’s social media marketing and impulse buying. Influencer collaborations, haul videos and constant product recommendations can encourage consumers to purchase clothing they may not necessarily need. Together, these perspectives demonstrate how digital advertising can influence our desires, purchasing habits and the identities we construct through fashion.
Ultimately, SHEIN demonstrates that digital identity is closely connected to consumer culture. Social media allows people to experiment with fashion, discover communities and express themselves. However, when self-expression depends on constantly purchasing new products, individuality risks becoming something we consume rather than develop. Perhaps the challenge is learning to enjoy fashion without allowing every new trend to determine who we should become. It is also important to recognise that our identities are not fixed and should not depend on the clothes we own. Although fashion can help us communicate our personalities, our values, interests and experiences also contribute to who we are. By becoming more aware of how social media influences our desires, we can make more intentional choices about what we buy. Expressing ourselves should be about discovering who we are, rather than constantly purchasing new versions of ourselves to fit into the digital world or even the outside one.
