Young adults in Germany experience fashion as a balancing act between individuality and public judgment. This is shown by a representative study by H&M, which the opinion research institute Civey carried out among 1,000 German citizens between the ages of 18 and 35 at the beginning of 2026.
The results paint an ambivalent picture of today’s fashion consumption: Although 91 percent of those surveyed say they can freely express their personal style, at the same time 54 percent feel judged by others because of their clothing. For the industry, the study underlines the growing importance of fashion as a means of communication in an increasingly digital public.
Clothing acts as an instrument of self-presentation for the target group. 76 percent of those surveyed see their style as an expression of their personality, and 75 percent associate fashion with increased self-confidence. At the same time, a tension arises between individuality and social observation – especially through social media.
Almost every second person surveyed (46 percent) draws inspiration from social networks when making outfit decisions. Nevertheless, classic influences remain relevant: 42 percent orientate themselves on street styles in everyday life, 40 percent cite their circle of friends and peers as an important source of inspiration. For brands, this means: Although digital trends dominate visibility, authenticity and real life environments remain crucial for young consumers.
The influence of digital platforms is particularly clear when dealing with recurring outfits. According to the study, 43 percent make sure to avoid outfit repetitions in social media posts. At the same time, many respondents do not respond with increased consumption, but with more creative styling approaches: 60 percent consciously choose items that can be combined in a variety of ways.
