The evolution of fashion traits: Pure social interactions promote diversity

We propose a model to investigate the dynamics of fashion traits purely driven the social interaction between people that choose their style to maximize their social success. People play a repeated group game in which the payoff reflects the social norms dictated by fashion: on one hand by the tendency to imitate the trendy stereotypes opposed to the tendency to diverge from them to proclaim an identity; and on the other hand the tendency exploit sex appeal in dating success opposed to the moral judgment of the society. This opposing forces result in the promotion of diversity in fashion traits, as predicted by the Adaptive Dynamics approach.