Students rush along the mall on the University of Arizona campus, in hopes of making it to their next class on time. Many of them wear bright colored workout sets, jean shorts with T-shirts and popular brands like Lululemon and Nike.
They say that they feel the social and economic pressures of fashion in a digital age where trends seem to switch daily.
Students describe a tension between wanting to follow these trends while also having the desire to feel comfortable or authentic to their personal style and often point to social media, peers and the overall campus environment as drivers of their fashion choices.
“It's a little scary going out in the world with an outfit that wouldn't really conform in that kind of area,”said Sasha Estes, a sophomore studying education and French.
In March, a jury found Meta – the tech company that owns Facebook and Instagram – and Google, were found guilty for their role in creating addictive products that lead to depression and anxiety. This was the first time a jury held social media apps accountable for their ability to impact the developing brains of young people.
According to a study from the Pew Research Center, nearly 50% of teens feel pressured to look good and nearly 50% feel pressured to fit in.
“I think it's very easy to be influenced by things you see, especially when it seems like everyone's doing it,” said Ella Lamerson, a sophomore studying psychology.
Angie Liljequest, an associate professor of practice of the Fashion Industry’s Science and Technology department at the UA, says she’s noticed how social media has impacted the younger generation.
“I think that the kind of architecture of messages that we're getting makes it really difficult to navigate sometimes, especially for our young people who are still in their formative years and trying to find their place,” Liljequest said.
On top of social pressures, economic strain is a consistent barrier that students face with these fast moving trends.
Ella Waters, a sophomore, studying molecular and cellular biology admits there have been times where she has felt the influences of popular items from University Boulevard boutiques, which has prompted her to consider her personal fashion choices.
“There's a lot of pressure to buy, at least as a girl, from those shops and everything's really expensive,” she said.
On the other hand, other students find themselves opting for more budget-friendly items.
“I also don't have that much money to go into fashion. I mostly get my stuff from clearance and stuff,” said Ian Ramirez, a freshman studying business management. “So probably things are already outdated.”
There is strong awareness of brands as social currency. Students describe feeling pressure but they respond in different ways: some give in, some resist and some simply feel conflicted.
“I got these Air Forces more recently just 'cause I was like, ‘Oh, a lot of people have them, so might as well get on that trend’,” said Jaden Lines, a freshman studying business management.
On top of the other academic and social pressures of university life, students have defined campus fashion as intimidating, confidence related, unnecessary stress.
Expensive clothing prices have students deterring from buying the latest trends. Some are also simply not influenced by the popularity of certain items.
The landmark Meta and Google ruling could influence thousands of other cases against social media and perhaps change how the law can hold platforms accountable. Maybe even encouraging students to define their style beyond what is promoted.
Sydney Sutton is an AZPM News student employee and is currently in her senior year at the University of Arizona studying fashion and journalism.
