The term « fashion victim » according to famous designer Oscar de la Renta denotes a person, « extremely obeying fashion trends and goes beyond common sense. » Mania on brands, excessive interest in glamor, amounting to an absurd imitation of certain standards for someone is to become the norm of everyday life. Such a behavior is a cause of fashion depending on the consumer society or is it a problem in our psychology, and commitment to the standard of beauty? And who can be called a victim of fashion today? The concept of « fashion victim » came long time ago – after the French Revolution. It was the time when the light chiffon dresses were very popular amongst young girls. The girls were so anxious to follow this new fashion that they were wearing these dresses on the street, even during the winter, as a result of this craziness a lot of fashionistas died from pneumonia. Fashion victim is a person who in his quest to follow the fashion goes beyond common sense. This includes people who do not dress for the season, buy all the clothes of famous brands and spend tones of money on it. But it is possible to be not only a victim of fashion clothing. If you have ever seen women who look ridiculous and comical because of the excessive amount of silicone in their lips, women who are prone to anorexia, you also had to deal with the fashion victims. The reasons for this phenomenon are many. The first and most important reason – is the impact of laws of the consumer society on the psychical state of people. The abundance of advertising content, which is not true, people’s interest in the life of celebrities, suggestibility – these are the factors that cause a person to lose control of himself. Of course, this phenomenon is not subject to anything. The risk group, mostly teenagers, people with low self-esteem, fashion industry workers. By the way, in spite of the fact that may become a fashion victim both, men and women, most of the time it happens with women, because women are aspiring to look as good as possible all the time.