This essay approves that nowadays shopping is not about buying various functional clothes, but buying brands which attributes certain value to the things possessed. Modern society views fashion as a means of acquiring uniqueness or means of “literally redesign our own bodies.” Shopping has become not merely the acquisition of things: it is buying of identity. This is true of all cultures, where shopping takes place, and the consumption even of 'necessities' in situations where there is some choice, reflects decisions about self, taste, images of the body and social distinctions. Nowadays individual clothes choices or sense of style has become nothing more than an illusion. Clothes choices are influenced by catwalk fashion trends, trends highlighted in glossy magazines and TV or cinema influences. Fashion trends have been promoted directly or indirectly, consciously or unconsciously by hundreds of films – from Breakfast at Tiffany's to a more blatant fashion celebration as The Devil Wears Prada.
Is it media that promotes fashion trends or fashion trends which find its reflection in popular media, particularly films? Tracking the influence of the cult films on fashion trends proves that it is cinematic power which promotes looks, styles and fashion of the time.
This report makes a conclusion that modern fashion trend-setters have a great arsenal of tools to reach their audiences. Glossy magazines provide numerous tips as to the value of women and men wear, footwear and accessories. Popular media set standards of beauty which make women feel unsuccessful if they do not meet them. This distorts the perception of self by many women craving to have dream bodies of fashion models highlighted in fashion magazines.