A common discussion in the late modern era is the role that tradition plays concerning individual
identity. This forms a background to our article that focuses on consumer culture and
one of its characteristics – fashion. To what extent does consumer culture and fashion contribute
to the undermining of traditions, and how does this affect individual identity? We
discuss two interpretations of consumption in shaping individual identity: the first interpretation
maintains that by consumption individuals obtain an increasing freedom of choicemaking
them free from the power of tradition, and thereby responsible for their lifestyle
choices. According to the second interpretation, the free choice is illusory. This choiceis
strongly influenced by factors such as social class and producers’ manipulative skills. Contrasting
classical social theorists with contemporary fashion theory we argue that late modern
fashion is characterized by quick changes and pluralism that often stand in contrast to
tradition. We further discuss the increased importance of taste and new diffusion patterns
as signs of a more individualized fashion, and discuss neo-tribalism as a post-traditional kind
of community.