Bernoulli's principle
The most popular explanation given for the shower-curtain effect is Bernoulli's principle. Bernoulli's principle states that an increase in velocity results in a decrease in pressure. This theory presumes that the water flowing out of a shower head causes the air through which the water moves to start flowing in the same direction as the water. This movement would be parallel to the plane of the shower curtain. If air is moving across the inside surface of the shower curtain, Bernoulli's principle says the air pressure there will drop. This would result in a pressure differential between the inside and outside, causing the curtain to move inward. It would be strongest when the gap between the bather and the curtain is smallest, resulting in the curtain attaching to the bather.