<![CDATA[The development of digital culture has transformed how university students express themselves and construct their social identities, positioning fashion as a medium of symbolic communication and self presentation beyond its functional purpose. This study aims to examine the relationship between fashion use and social identity construction while exploring the contextual role of social media in shaping fashion practices among students in the Department of Tourism and Hospitality. Employing a quantitative approach with an explanatory survey design, data were collected from 113 students selected through simple random sampling using structured questionnaires and observation. Descriptive statistics and simple linear regression were applied to examine the research variables and their relationships. The findings reveal that fashion constitutes a meaningful aspect of students' identity expression, reflecting personal characteristics, lifestyle preferences, and social affiliations. Regression analysis demonstrates a positive and statistically significant relationship between fashion use and social identity construction, with fashion use explaining 46.7% of the variation in social identity scores. Social media platforms provide opportunities for students to communicate fashion preferences, manage visual representations, and engage with digital trends, although their independent statistical contribution was not examined. These findings highlight the importance of fashion as a form of social communication within contemporary digital culture and offer insights into the intersection of personal identity, digital self presentation, and social interaction in higher education. The study emphasizes the relevance of digital literacy and responsible identity expression in supporting students' personal and professional development.]]>
