Why do fashion styles often change after they are copied by more people?

Fashion styles often change after they are copied by the masses because the fashion system relies on continuous innovation to maintain social distinctions. Historically, fashion has functioned as a way to demonstrate social status and authority.1

When a style is exclusive to the elite, it signals prestige and high position. However, as manufacturing technology and communication improve, these styles are quickly replicated and adopted by lower socioeconomic classes. Once a garment or look becomes widely accessible and loses its exclusivity, it no longer serves as an effective marker of status for the upper classes. Consequently, those at the forefront of fashion must adopt new styles to re-establish their distinctiveness. This cycle of imitation and differentiation drives the rapid, ongoing evolution of fashion, ensuring that change remains a constant, institutionalized feature of the industry.123