Goth style's rejection of mainstream values, emphasis on freedom of expression, and challenging taboos makes it difficult to define its aesthetic principles. Goth fashion emphasizes transformation of the body, elements of beauty, order, conscious eroticism and 'otherness' that flouts conventions.

While a member of the Goth subculture may or may not embrace nihilism, many are drawn to the fashion or music due to a sense of alienation, which may explain the style's fascination with morbidity or vampire style. Wearing black eyeshadow and shroud-like clothing that refers to the dead or undead, may express grief, despair, mourning or deathwish. However, this is not necessarily an anti-life attitude. Rather, Goth fashion can be a positive transformation from alienation through self-expression via beauty and fashion, and through a sense of belonging to a community that shares the same sense of alienation. Alternately, the choice to embrace this fashion may simply rise from a far less complicated psychology, and reflect an attraction to Eros through Thanatos, an attraction to the 'darker' side of sexuality. The wearer may find the extremity, intensity or 'otherness' of the dark Goth look or preoccupations to be sexy or empowering.

One famous female role model is Theda Bara, the 1910s 'Vamp' femme fatale known for her dark eyeshadow, curves and smoldering on-screen presence.

Like the Urban Primitive movement, goth subculture rejects mainstream conventions and encourages reinventing oneself by transformation or physical modification. That one may take total control of one's image is a powerful individual response to a society dominated by Photoshop images that prescribe a rarely attainable ideal of a faked 'natural' beauty. Goth fashion is a calculated "unnatural" response to the unattainable "natural" California Girls golden Barbie (or Ken) image.