A recent study by Public Desire analyzed data on public interest in appearance and fashion from various countries around the world. The study used metrics such as search volume related to appearance concerns per 1,000 residents and the percentage of GDP spent on clothing to determine which countries are most concerned about their looks. The list features countries like Italy, France, the United States, and the United Kingdom, based on an analytical model developed by the Wharton School of the University of Pennsylvania, which assessed 73 country attributes.
Full list of findings
| Country | Search Volume per 1000 Residents | GDP % Spent on Clothes | Scaled Weighted Score | Scaled Rank |
| Ireland | 24729.46 | 1.03% | 51.57 | 1 |
| Brazil | 182.97 | 6.90% | 50.00 | 2 |
| United States | 18731.12 | 1.97% | 47.11 | 3 |
| Australia | 18147.14 | 1.43% | 41.46 | 4 |
| New Zealand | 17136.93 | 1.42% | 39.32 | 5 |
| Luxembourg | 16719.24 | 1.28% | 37.31 | 6 |
| Canada | 14900.24 | 1.55% | 35.84 | 7 |
| Singapore | 11743.12 | 0.95% | 24.46 | 8 |
| Greece | 3790.79 | 2.82% | 23.69 | 9 |
| Portugal | 3268.48 | 2.87% | 23.03 | 10 |
Ireland ranks first among the countries most concerned about their appearance, with a high number of searches for “What to Wear” and “Outfit Ideas” per 1,000 residents (24,729.46). This indicates a significant cultural focus on fashion, which is also reflected in the 1.03% of GDP that the Irish spend on clothing.
Brazil comes in second, with its residents spending the highest percentage of GDP on clothing (6.90%). Additionally, there are 182.97 fashion-related searches per 1,000 residents, showcasing a strong public interest in appearance.
The United States ranks third, with the second-highest number of fashion-related searches per 1,000 residents (18,731.12) and a moderate 1.97% of GDP allocated to clothing expenses.
Australia is fourth on the list, with a search volume of 18,147.14 per 1,000 residents and a GDP spent on clothing of 1.43%. This combination reflects a high cultural emphasis on appearance and fashion.
New Zealand ranks fifth, with a high search volume of 17,136.93 per 1,000 residents and a clothing expenditure of 1.42% of GDP, indicating a strong societal emphasis on appearance.
Luxembourg is sixth, demonstrating high public interest in looks, with 16,719.24 searches per 1,000 residents. Its citizens spend 1.28% of GDP on clothing, suggesting a cultural focus on personal appearance.
Canada ranks seventh, with a search volume of 14,900.24 per 1,000 residents and 1.55% of GDP spent on clothing, indicating public engagement with fashion trends, supported by economic spending.
Singapore is in eighth place, with a moderate search volume of 11,743.12 per 1,000 residents and the lowest GDP expenditure on clothing (0.95%), suggesting a relatively lower economic focus on fashion compared to other countries on the list.
Greece ranks ninth, with 3,790.79 fashion-related searches per 1,000 residents and the third-highest GDP percentage spent on clothing (2.82%). This highlights a significant economic commitment to personal appearance.
Portugal rounds out the top ten countries concerned with appearance, with 3,268.48 searches per 1,000 residents and a GDP spent on clothing of 2.87%. This shows high public interest in fashion, both in terms of search behavior and economic expenditure.
