Everyone Wears the Same Algorithm - Why True Style Begins the Moment You Leave the Feed

 

Everyone’s wearing beige. Everyone’s talking about the clean aesthetic. But what’s left of personal style when the algorithm becomes your stylist?

Scroll, Sigh, Repeat

It started with pure disappointment.
A few weeks ago, while scrolling through Instagram in search of a story idea, I came across a “How to Style the Look” video so absurd I almost laughed out loud.

A very pretty woman with a Nordic-blonde blunt bob stood in her freshly renovated kitchen, next to an oversized bouquet of flowers. She was “styling” herself, as she put it, in a white cashmere hoodie and matching pants. Sometimes she’d throw on a brown suede jacket, sometimes a gray shaggy coat. Gold hoops, a simple bun, a color-coordinated bag — minimal, timeless, and perfectly clean aesthetic.

Fourteen thousand likes.

My first reaction? A slightly disgusted “What’s the styling here, exactly?” It just looked like expensive clothes in neutral tones — interchangeable, personality-free. A few scrolls later, another honey-blonde influencer popped up with almost the same outfit, hashtagged #FridayFashionFix.

From Style to Formula

If I were being generous, I might call these looks a reinterpretation of the classic capsule wardrobe — maybe a nod to Susie Faux, Joan Didion’s “White Album” packing list, or Donna Karan’s 1985 “Seven Easy Pieces.” But honestly, I’m just bored.

What’s being sold as “personal style” is really just algorithmic conformity. The so-called clean aesthetic is no longer about taste — it’s about formula. Neutral colors, soft textures, easy silhouettes: an endless loop of beige minimalism that’s been circulating since the 2010s.

Fashion used to be about rebellion, distinction, self-expression. As Keira Knightley’s Duchess once said in The Duchess (2008):

“You have so many ways of expressing yourself, while we must make do with our hats and dresses.”

Today, even our “hats and dresses” express less and less. The logic of platforms has taken over: visibility beats substance. The algorithm rewards what’s already worked — creating an aesthetic of recursion. Outfits that exist only to be shared, trends born from screenshots, and “Get Ready With Me” clips that end up indistinguishable.
Hashtags instead of habitus.

Personal Style as a Marketing Gimmick

What once started as subcultural code has become a global template. Berlin, Vienna, Paris, London — everywhere, the same uniform: a white T-shirt, blue jeans, blazer. The Row even built its brand mythology around the perfect white T-shirt. Not just a “basic” — a €570 symbol of refined restraint.

Even rebellion has become marketable. The supposedly nonconformist styles of the 2000s are now sold back to us, complete with affiliate links.

Writer Daisy Jones described playing a “Style Bingo” on her London commute: each time she spotted an Adidas Samba, Ugg boot, North Face puffer, Mubi tote, or Acne Studios scarf, she’d mentally tick a box. When she had all five, it was “Full House.”
A perfect metaphor for fashion’s current sameness.

The Reflex of Retreat

Beyond the irony, Jones’ game reveals something deeper: we’ve all become players in a fashion system whose rules are written by algorithms.

The pandemic didn’t just change how we shop — it changed how fast trends mutate. Shein hauls and TikTok fashion cycles turned consumption into exhaustion. “Capsule wardrobe” became one of the most-searched phrases, while “quiet luxury” was marketed as a mindful alternative.

But the supposed countertrend quickly collapsed into another formula: gray cashmere sweaters, crisp white shirts, flat loafers. What began as reduction turned into uniformity. Minimalism became a pose.

No wonder more people are opting out — logging off, muting notifications, retreating from the endless scroll. Log Off has quietly become the mantra of those realizing that constant watching means constant losing: of time, money, and personal taste.

Why not feel fabrics with your own hands again? Smell the leather, sense how a garment moves with your body?
Why not rediscover fashion in real life — on the street, in a café, at a friend’s place — where it actually lives?

Espress Yourself = Accessorize Yourself

When everything comes in beige, gray, or white, accessories become the only true storytellers. They carry memory, texture, individuality. An old bracelet from your grandmother, a mended bag, a pair of glasses too eccentric to go viral — these are today’s quiet signs of distinction.

What do my chosen accessories say about me? Maybe more than I’d like. Maybe just that I’m still searching.

But at least, for now — they’re mine.

More about fashion: 

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• Haute Couture: Fantasy, Gatekeepers & that 47-Metre Swirl
• Threaded in Gold, Wrapped in Legend