2025, Vol. 6, Issue 1, Part C

This research explores the progressive impact of social media on fashion trends among the youth, particularly within the age group of 13 to 35. With platforms like Instagram, TikTok, Pinterest and YouTube playing a central role, social media has emerged as a dominant force in shaping fashion consciousness and consumer behaviour. The study run around the theories such as Social Learning Theory, Social Identity Theory and Diffusion of Innovation Theory, this provide an overview of framework to understand how fashion trends are disseminated and adopted online. Utilizing a quantitative methodology, the research gathered data from 50 respondents through Google Forms, supported by secondary sources such as journals, websites, and news articles. The findings reveal that social media not only spreads fashion trends rapidly but also enhances youth identity, self-expression and awareness of global fashion movements. Ultimately, this paper highlights the growing significance of digital platforms in influencing fashion dynamics and suggests that social media is a powerful tool for both fashion marketing and personal style evolution.