In today's era, the fever of consumption and trend towards fashion has covered the whole world, and this is an important social issue that affects all aspects of human life.Women are the most important group involved in the issue of fashion, and Balouch women are no exception to this rule. The purpose of this research is to understand the reasons for fashion trends among Balouch women living in Zahedan city. The research approach is qualitative and phenomenological method and thematic analysis strategy have been used for data analysis. The sample size included 21 women living in Zahedan city, who were selected by snowball sampling method. After analyzing the interviews and analyzing them, 3 sub-themes and 2 main themes emerged, which together with the sub-themes and their primary concepts, were comprehensively expressed. Fashion has a dual function for Balouch women; On the one hand, it gives them the possibility of giving them an identity so that they can be integrated into the society through fashion, and on the other hand, fashion acts as a kind of alienation by making women busy with themselves and Prevents from real and constructive participation of people in the society.