The aim of this paper is to explain the process of individualisation as outlined by Gilles Lipovetsky in his work The Empire of the Ephemeral (1987). This process, which marks a change in social behaviour, has been ongoing and prolonged since the end of the 14th century and spread throughout society at the end of the 20th century thanks to the new cult of the ephemeral and the world of fashion. The French philosopher Gilles Lipovetsky presents himself as praising the values of the fashion world, presenting his thesis on how fashion has been able to reshape Western society in its own image and how it has given rise to values of tolerance, refinement of taste and pacification between men, thus transforming a world of violent society into a world that is increasingly peaceful and worshipful of new, typically modern values.