Millennials, those born between 1981 and 1996, are the first generation to come of age with the internet and smartphones. This experience fundamentally reshaped their relationship with clothing, making it radically different from that of previous generations. Fashion was no longer just a means of protection or a way to blend in with the group; it became a complete language through which individuals express themselves and negotiate with their surroundings.
Indonesian researcher Elva Gustiani presented a remarkable study in this field, drawing on Roland Barthes’ ideas in semiotics. She argues that clothing is not neutral but filled with symbols and meanings. Color may symbolize a stance, a cut may point to a social behavior, and fabric may carry connotations of identity or belonging.
The difference between millennials and those before them is fundamental. Previous generations tended to conform to society, with clothing serving as a means of assimilation and a shield against stigma. Millennials, however, use dress to assert their individuality. Here, difference is no longer a risk but a value in itself.
This is evident in the mixing of distant elements. One might wear shoes from a global brand alongside a handmade local necklace. Such a combination does not reflect confusion, but rather social intelligence in building a flexible identity that keeps the individual present in both the local and global spheres at the same time.
Social media has made this shift even more visible. On Instagram and TikTok, people do not appear as they are, but as they wish to be seen. Choosing clothes, photographing them, editing, and then waiting for engagement has become a daily practice of reshaping the self. Here, clothing is not consumption but a repeated production of identity before a virtual audience.
From the Adidas x Kaf by Kaf collaboration show. Image courtesy of Althagafia Azyaa.
This is what makes clothing today not only follow the social context but also contribute to shaping it. The individual no longer dresses to resemble the group, but to define the group through themselves. Yet a complex question remains: is this boldness truly authentic, or is it a new mask hiding an inner fragility and an ongoing need for recognition?
For millennials, fashion is more a space for experimentation than a set of fixed rules. Every look can be a new attempt to define the self, and every digital post reopens the discussion on identity. What we see in this generation is not a final answer to the meaning of dress, but a daily practice that keeps the question open: who are we when we choose what to wear?
This article is supported by the King Abdulaziz Center for World Culture (Ithra) and the Cultural Development Fund as part of the #Ithra_Arabic_Content_Initiative.
