Clothes make the man - this well-known saying not only hits the nail on the head, but it is still relevant today. This is confirmed by the new outfit study from Spiegel Verlag, which shows that clothing is important or very important for 92% of women aged 14 to 64. In an increasingly confusing array of brands and products, brands are taking on a kind of orientation function. However, the functions and meanings of fashion go far beyond mere demonstrations of status and prestige; they encompass aspects of contemporary culture, current styles, as well as communicative and cultural aspects and functions. Fashion thus serves various purposes; it is a means of self-presentation and staging, as well as an expression of the lifestyle and mindset of a group of people at a given time, representing a form of modern culture.