The age of technology has changed not only the way we live, but also the way we perceive ourselves. Social media, pop culture and advertising set the “success” model for us to strive for. This “successful model” focuses primarily on appearance, making the body the primary expresser of the individual. A “fashion” of dress and behaviour is imposed that as much individualises as it uniformises the personality. Norms are set which, however, embody double standards towards women and men. These standards reproduce enduring characteristics of behaviour that influence the way we live. Our desire to be “fashionable” and consequently successful is fuelled by constant consumption. Global warming, climate change and the depletion of natural resources are bringing with them a change in our lifestyles. New values of sustainable consumption and self-presentation need to be imposed. This article analyses major trends aiming at replacing the value from overconsumption to sustainable consumption.