...to any willing there belongs something willed, which has already made itself definite in terms of a "for-the-sake-of-which". If willing is to be possible ontologically, the following items are constitutive for it:
(I) the prior disclosedness of the "for-the-sake-of-which" in general (Being-ahead-of- itself);
(2) the disclosedness of something with which one can concern oneself (the world as the "wherein" of Being-already);
(3) Dasein's projection of itself understandingly upon a potentiality-for-Being towards a possibility of the entity 'willed'.
In the phenomenon of willing, the underlying totality of care shows through.
The average everydayness of concern becomes blind to its possibilities, and tranquillizes itself with that which is merely 'actual'. This tranquillizing does not rule out a high degree of diligence in one's concern, but arouses it. In this case no positive new possibilities are willed, but that which is at one's disposal becomes 'tactically' altered in such a way that there is a semblance of something happening.
this tranquillized 'willing' under the guidance of the "they", does not signify that one's Being towards one's potentiality-for- Being has been extinguished, but only that it has been modified. In such a case, one's Being towards possibilities shows itself for the most part as mere wishing.
--- Martin Heidegger. Being and Time.
The latter is what the fashion industry is all about.
upd. also note the important distinction b/w willing and wishing.