Americans’ fascination with their looks is no secret, but they’re not alone. A new study from fashion retailer Public Desire ranks the countries most concerned with appearance, with the United States and Canada nearing the top.
The study analyzed global fashion priorities using metrics like search volumes for appearance-related concerns and gross domestic product (GDP) spending on clothing. Using an analytical model from the Wharton School of the University of Pennsylvania, researchers evaluated 73 countries’ attributes to find the regions where physical appearance matters the most. According to the ranking, these are the 10 most vested countries.
In Europe, Style Is a Statement
When it comes to prioritizing outward form, Ireland takes the crown, ranking first among countries most concerned about looks.
High public interest and the proportion of GDP spent on clothing reflect these findings. Searches for “What to Wear” and “Outfit Ideas” reached an impressive 24,729.46 per 1,000 residents. With 1.03% of Ireland’s GDP spent on clothing, Ireland received a scaled-weighted score of 51.57.
Again, to the west of Europe, Luxembourg holds its own. When it comes to caring about looks, the region ranks sixth on the list. The country demonstrates high public interest in looks, with 16,719.24 searches per 1,000 residents. Its citizens spend 1.28% of GDP on clothing, making it clear style is ingrained in Luxembourg’s culture. The study gives this country a weighted score of 37.31, suggesting this tiny nation largely emphasizes personal presentation.
In the southeast, style remains a priority in Greece, even during challenging economic times. Ranking ninth with a weighted score of 23.69, Greece combines fashion-related searches (3,790.79 per 1,000 residents) with the third-highest percentage of GDP spent on clothing (2.82%).
Portugal, meanwhile, rounds out our top contenders, securing 10th place among the countries where physical appearance matters most. The Portuguese demonstrate a strong connection to fashion, with 3,268.48 searches per 1,000 residents and 2.87% of GDP spent on clothing.
America and Oceania Have a Close Fashion-off
Across the Atlantic, Brazil struts confidently into second place with a weighted average score of 50.00, cementing its status as a nation deeply invested in appearance.
Although their fashion-related searches are relatively low at 182.97 per 1,000 residents, they spend an eye-popping 6.90% of GDP on clothing — by far the highest on this list.
That brings us to the self-conscious United States, with a staggering 18,731.12 fashion-related searches per 1,000 residents, the second-highest globally. With 1.97% of GDP to clothing, the country achieved third in the rankings with a weighted score of 47.11.
Australia mirrors the U.S.’s enthusiasm for personal appearance, ranking fourth with a 41.46 weighted score rating. Australians register a high search volume of 18147.14 for fashion-related terms, indicating an active interest in staying on top of trends. With clothing expenditures accounting for 1.43% of GDP, Aussies prove that their laid-back reputation doesn’t apply to their approach to fashion.
New Zealand follows closely behind in fifth position with a weighted score of 39.32. With 17,136.93 fashion-related searches per 1,000 residents and 1.42% of GDP spent on clothing, its citizens focus more on their wardrobes than the breathtaking landscapes.
Back to North America again, Canada doesn’t let the cold climate stop them from making an impact. This country lands in seventh place, with 14,900.24 searches per 1,000 residents and 1.55% of GDP dedicated to clothing. Canadians show a steady engagement with fashion trends, with a 35.84 weighted score.
A Subtle Approach to Style in Asia
While many often celebrate Asian countries for their cutting-edge fashion industries, their residents appear less preoccupied with personal appearance than other regions on this list.
Singapore, ranking eighth, stands out as an exception. Despite having a search volume of 11,743.12 per 1,000 residents, Singaporeans spend only 0.95% of GDP on clothing — the lowest among the nations mentioned. These figures suggest that fashion might be of interest, but it’s not necessarily a financial priority.
The Verdict? Looks Matter
The jury is out, and while Americans do care for appearances, beauty is not a strong predictor of happiness. Kjerstin Gruys, assistant professor of sociology in the College of Liberal Arts at the University of Nevada, Reno, and author of Mirror, Mirror, Off the Wall: How I Learned to Love My Body by Not Looking at It for a Year, explains there is a point of “diminishing returns” when it comes to investing in appearances. While improving your appearance may have noticeable benefits, there comes to a point when further investment might not be the wisest use of your time or resources.
Jo Hayes, a world-leading etiquette consultant and founder of EtiquetteExpert.org, shares advice for those looking to improve their physical appearance: “Invest in good quality pieces. I advise clients to always buy the best quality they can afford. Not only do high-quality, high-end pieces [made from] natural, durable fibers such as cotton, linen, silk, [and] wool look, fit, and feel better, but they last far longer than cheaper, chain-store options.”
“Also, remember: there are plenty of amazing high-end pieces available second-hand on Facebook Marketplace—at a fraction of the retail price,” she adds.
