“It is not difficult to see the ways in which the clothes we wear articulate for ourselves and others who we are or would like to be.” (Storey, 1999, p. 138). Fashion and attire play an important role in the construction and maintenance of personal identity. This investigation discusses how the notions of consumerism within the fashion industry define one’s identity; using consumer history, theory and marketing techniques as the key areas of analysis, with particular emphasis on female identity and representation throughout society.