ego and you thematizes the shaping of identity through fashion and the confrontation of the individual with society, which reinforces the desire to express one's own personality. The society of the western world is characterized by a struggle for attention. All those who show themselves as special and unique and thus stand out from the average and standardized receive attention. There is an inflation of particularities and a loss of what is shared. Outwardly, clothing is the most obvious way to draw attention to individuality. The special area of youth fashion shows on the one hand the need of individuals for uniqueness and differentiation from others, but at the same time also the need for identification and the desire to belong to a social group. Individuality and group membership describe the two central, fragile and contradictory desires of modern society. - 2019