Fashion brands aren’t just selling clothes, they’re selling you. We live in a world overflowing with clothes. Fast fashion has made style cheaper and more accessible than ever, yet somehow fashion brands still convince us that we need more. We dig into the fashion identity crisis — why fashion designers today aren’t necessary unless they’re creating something powerful about identity, storytelling, and character. From high fashion runway shows at Dior, Gucci, Chanel, and Balenciaga to the endless churn of Zara and Shein, brands use identity politics, consumer psychology, and clever marketing to sell not just garments but entire personas. Luxury designers are at their best when they create characters that the audience wants to borrow for their own identity, their self-expression, their personal style. Without that, fashion is just overproduction and branding tricks.