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“The funny thing is that there are products that are beautiful in my opinion and which I like, but when a lot of people wear them, they become ugly.

(Steve)

“I would say indeed that I would not wear something that a lot of people are wearing. If there are one or two then it is okay […]”

(Thomas)

Consumers actively search for styled products, such as clothes which few other people consume. This quest for consumer individuality is not restricted to fashion but is also to be found in other areas of aesthetic consumption, such as food or hairstyles. It can even pervade a consumer’s whole consumption behavior, where items are actively avoided as soon as other people possess them.

A: when did you start to search for your very own style?

“it started... it has actually always been like that that I always wanted the items that others did not have.”

(Steve)

This aesthetic life projects are not restricted to consumption in a narrow sense. For certain consumers this aesthetic striving is central to their lives and extends into other life areas, such as their choice of partners or friends.

“I have to admit that the particular look - being particular, also applies to my girlfriends. [A: yes?] Well I don’t like normal girlfriends; they are too boring for me. They need to be special in a way. I had completely different types. But they always draw attention. They always stand out.”

(Steve)

Another way to achieve one’s aesthetic goals is not by avoiding consuming mass aesthetics but by avoiding items that are in fashion. Instead of using purchased fashion items, they are stowed away until it is out of fashion and other people do not use or wear it. Individuality becomes the dogma of consumption, even at the expense of not being able to use new fashion items and being totally out of fashion.

“Right, it will become old and shabby and then in ten years no one will wear such a thing, but it is classic enough to look okay and in ten years I can wear it. No one will wear a thing like that and then it will just be fine”

(Nico)

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