The purpose of this paper is to explore and explain the role of the body in the construction of identity and to deal with the relationship between the body and personal identity through the influence of psychological and various other factors. The body is fascinated with fashion and is increasingly becoming its project, the object of creation, but at the same time it is subject to constant changes and transformations. I will endeavor to explain the emergence of identity and its modification. The emphasis will be on the notion of the body as a media that (consciously or unconsciously) projects the transformations of an individual's identity. The paper will also address the notion of sexuality, gender and fetishism as significant influencing factors and the phenomenon of fashion that continues to fascinate. The way of constructing identity in relation to the complexity of the phenomena of contemporary fashion will be explored. Based on the analysis of the paradigm of visual studies, the thesis about fashion as an image and its changes in the society of spectacle will be developed. In modern society, physical appearance has become more and more important for defining personal identity, so I will also write about body ideals and cosmetic surgery. Whereas earlier emphasis has been placed on other sources of identity formation, such as work, honor, reputation, or morality, self is increasingly defined primarily in aesthetic terms, that is, in terms of what it looks like and not in terms of what one does. The work will be based on books by authors such as Llewellyn Negrin, Žarko Paić, David Gauntlett, Jacques Lacan and others.