Studying fashion as a social phenomenon has become important during recent years. The term has a dual meaning involving a change and an attire at the same time. The present research takes into account the provision which considers fashion as an attire. The research aims to study the impact of fashion as a social phenomenon on youth in Georgia. The survey was conducted with 150 respondents (80 girls and 70 boys) from 3 state universities. The study showed that there is a connection between gender and fashion trends (x2 = 7.41, P <0.05), namely female (40%) and male (37.3%) follow fashion trends, while consumer behavior plays the most important role in "demonstrative consumption". Respondents mainly purchase garments in clothing stores rather than boutiques. Online shopping platforms gain popularity year by year (5.2%),moreover websites are essential sources of picking up information about fashion (70.2%).Fashion is not determined by Georgian adolescents as an instrument of segregation between social classes and emulation anymore. Even though some respondents don’t follow fashion trends, they still consider themselves as fashionable ones (61.1%). They are not ready to experiment with changing their style (58.8%) or wearing colorful clothes. The majority of respondents of both genders believe that fashion has a further negative impact on their self-esteem than a positive one. Survey indicated specific stereotypes and limitations related to wearing garment due to that fact, they have experienced restrictions and negative attitudes not merely from parents or relatives, but rather from society