The word "look" is better known to depict or translated into appearance and is one of the fundamental social concepts often encountered in everyday life. Lookism refers to the judgment of individuals based on their appearance, both in social and professional contexts. In society, especially since the industrialization of the 18th century, appearance often influences how a person is perceived, with those considered more attractive frequently receiving better treatment.

Appearance is one way a person showcases their personal branding in various activities. Personal branding is the process of building and promoting one's self-image to influence public perception. This concept is similar to how companies create brands to attract customers, but the focus is on the individual as the "brand" itself. Personal branding reflects an individual's identity as presented to the public. In this context, following popular fashion trends is one way to enhance appearance.

According to Chaney (2004), outward appearance can be an important asset in life. In various contexts, style and appearance can enhance a person's appeal, whether in professional or casual settings. Chaney argues that elements such as specific technology or fashion brands can be a valuable investment in one's life.

Fashion is a cultural concept that individuals follow to enhance their appearance. Various accessories, such as jewelry, bracelets, and other trinkets, serve as communication tools to convey self-identity. The development of fashion now involves not only the accessories worn but also how one carries themselves in various gatherings. In marketing strategies, the brands a person wears often influence the impression of professionalism and seriousness they convey, as a form of implicit messaging.

In society, style is an important aspect of fulfilling social norms, especially when attending formal gatherings. This is related to effective visual communication strategies. Fashion and the concept of lookism can serve as representations of one's self.

According to Ibrahim (2007), people's lifestyles generally follow consumerism patterns that align with cultural history and distribution, influenced by economic growth and globalization. This phenomenon is marked by the growth of shopping centers, both online and offline, which provide various purchasing access, from clothing to luxury homes.

However, many people get caught up in the FOMO (Fear of Missing Out) phenomenon regarding style trends and often make impulsive purchases without considering the consequences. This can lead to excessive spending and the Sunk Cost Fallacy, which is a decision-making error where a person continues to invest in something just because they have already spent a lot of resources, even though continuing the investment may not be beneficial. The core principle of the sunk cost fallacy is the inability to "let go" of past investments, leading to irrational pursuits.

To overcome this, it is important to seek alternatives that can support appearance in social events without incurring excessive costs. Choose options that provide adequate quality with reasonable investment, and consider whether there will be a Return on Investment in the form of skills or the quality of goods over a certain period. With a wise approach to appearance and spending, one can maintain a balance between meeting social norms and preserving financial stability.