This articles investigates how individuals search for their own unique identity through clothing, specifically brand name clothing and ‘haute couture’ in order to differentiate themselves and their ‘style’ from the rest of society. Research has found that brand judgements have the strongest and most significant effect on purchase intentions when there is a brand name, and depending on the consumer’s need for uniqueness. Also, findings suggest that people who search for a certain level of uniqueness tend to adopt new products and brands quicker than the rest and that are always up to the ‘haute couture’ fashion industry. There are 3 types of behaviors found to satisfy the need for uniqueness, as explained in the article. Also, when individuals purchase a specific brand, they seek to associate themselves socially with that brand and other individuals who purchase the same brand.