Where is the community? How Fashion is Losing its collective spirit

Some days I catch myself asking: where is the community? Not the TikTok mutuals who only comment when a post goes viral, or the group chat that’s been on “read” for three weeks. I mean the real, breathing kind, the people who know your name, notice when you disappear, and pull up for you without you having to ask.

Because somewhere along the way, we swapped the collective for the individual. We’ve been told to “focus on yourself,” “secure the bag,” “protect your energy.” And while boundaries matter, this constant push for self-sufficiency has left a lot of us without the safety net we once had.

The individualism problem 

In the West, especially in the US and UK, we’ve been raised to treat independence as the ultimate goal. On paper, it sounds empowering. In reality, it’s part of why loneliness is at record highs. The American Psychological Association reports that U.S. loneliness rates have more than doubled since the 1980s. In the UK, the Office for National Statistics finds young adults, many living in packed cities, are still among the loneliest groups.

When “look out for number one” becomes the default, we forget: style, culture, survival, these have always been built together.

Where fashion still gets it right

You can still find places where fashion thrives because of community. In parts of West Africa, seamstresses and tailors create matching outfits for entire families for weddings or political rallies, clothing as both identity and unity. In Nairobi’s thrift markets, stylists swap pieces, upcycle old garments, and share sources to keep local fashion sustainable and fresh.

Even in Japan’s streetwear scene, collaboration between brands, artists, and fans keeps trends evolving instead of being locked behind exclusivity. These aren’t just fashion moments, they’re proof that when people pour into each other, everybody shines.

Why we’ve lost it

Social media makes it look like we’re more connected than ever, but it’s also turned fashion into a competition. Every “fit check” becomes a flex. The “Where’d you get that?” gets met with “Oh, I’ve had it for ages” or “It’s vintage” (aka: I’m not telling). We post our best looks, but hide the resources that could help someone else step into theirs.

That’s where community starts to break. Less collaboration. Less mentorship. Less passing on knowledge. It’s the opposite of the way trends actually grow, through sharing, remixing, and celebrating each other’s ideas.

Building it Back

The answer isn’t to romanticise some perfect past, fashion communities have always had their flaws. But maybe it’s time to redefine success. Instead of measuring it only by what we achieve, we could value what we help build.

That could look like:

• Tagging the designers, stylists, and small brands behind your look.

• Lending or swapping clothes instead of letting them sit unworn.

• Sharing your vintage and thrift spots instead of gatekeeping.

• Mentoring new creatives in your space instead of guarding your playbook.

• Showing up to someone’s pop-up or launch, even if you’re not buying.

  
  

Because yes, you can have a killer fit alone. But a movement? That takes people. And history, whether we’re talking music, art, or style, shows that collective wins always last longer. So maybe the question isn’t “Where is the community?” It’s “What am I doing to build it?”

Written by Vanessa Twerefou