What does it mean to be unique if we are social creatures?

This question is probably a little vague, but to give it some context, I have really been into the concept of human desires as of late especially when it comes to fashion. There is a lot of discussions with the rise of fast fashion (like Shein) and the increase turnover rate of trends, in which people have countered with the notion that people should try to find their own personal style and dress uniquely to themselves instead of following trends.

Now in theory, I agree, especially when it comes to the sustainability and ethical aspects that comes behind the growing fashion industry. However, it seems as though people in these conversations care less about that and more on the lines of protecting their own sense of style so their individuality isn’t threatened.

Anyways, the phrases “do what one truly likes” and “don’t follow the crowd” has been confusing me for a while. What we truly like cannot be an individual experience as we are social creatures and crave to connect with others. One of the main reasons fashion is so popular is so that we can relate to others and have people perceive us in a certain way, so everyone will follow trends at some point.

In the grand scheme of things, people advocate to be their own individual and live and dress uniquely but it is, in a way, robbing us of our humanity? Can humans truly, individually be themselves or like something without some sort of previous influence? (This doesn’t have to relate to just fashion also.)