H&M-onderzoek toont spanningsveld tussen zelfexpressie en sociale druk

Young adults in Germany experience fashion as a balancing act between individuality and public judgement. This is evident from a representative survey by H&M, conducted by opinion research institute Civey in early 2026 among a thousand German citizens between the ages of eighteen and 35.

The results paint an ambivalent picture of contemporary fashion consumption: although 91 percent of respondents indicate that they can freely express their personal style, 54 percent simultaneously feel judged by their clothing. For the industry, the research underlines the growing importance of fashion as a means of communication in an increasingly digital public sphere.

Clothing functions as an instrument for self-staging for the target group. 76 percent of respondents 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.

Nearly one in two respondents (46 percent) is inspired by social networks for outfit choices. Yet classic influences remain relevant: 42 percent orientate themselves on street style in everyday life, and 40 percent mention their circle of friends and peers as an important source of inspiration. For brands, this means that while digital trends dominate visibility, authenticity and the real world remain crucial for young consumers.

The influence of digital platforms is especially evident when dealing with repeated outfits. According to the study, 43 percent avoid repeating outfits in social media posts. At the same time, many respondents do not respond with more consumption, but with more creative styling approaches: 60 percent consciously choose items that can be combined in many ways.