Spoiler alert: it's not now. Getting judgey with it. And then veering off into more judginess about brands lack of transparency and customers' complacence with it. Plus guilt-tripping myself a little.
I announced to my family this weekend that I was taking control of my wardrobe with the aim of reducing to a third of it's current state. Finding that I am able to narrow down what I enjoy wearing in a way that I haven't really done before so I am grabbing this thought with both hands. I am a classic pop into Zara type shopper and I haven't been in once so far this year and it's like I'm weaning myself off. Also, QUALITY of what I'm buying is going to change. I'm onit, Louise.
Ah, so much resonates here! Especially the side note about what being "cool" used to mean. We're in a time where sources for inspiration and learning are endless, it COULD be a golden era of creativity and individualism, yet carbon copying one another has become the default and a status symbol. I think you've really nailed something here thinking about overwhelm and choice.
I think people feel bombarded by it all, and so they quite naturally gravitate to a few trusted voices, and if enough people do this, it all becomes very self-referential, which is not really fun!
That Etro jacket is gorgeous! I think the quest for individuality is the reason I love the preloved market - I can find truly unique vintage items or by the time I come to really want something that might have been popular at some point, everyone else has moved on to something else. But I’m not immune - I am the proud owner of 2 pairs of adidas sneakers after all. And I loved your point about how it used to be cool to have things that were different but now, to be cool is to have the viral item that everyone wants and has access to. I loved good on you when it first came out and I think it’s still a useful starting point but I’ve noticed that some of the brands haven’t been updated in years so something to consider as brands (hopefully) work to do better!
I think preloved is definitely the best way to ensure individuality - and to figure out if you love a trend when it no longer is one! Agreed about good on you - I also don't love their tolerance for viscose - and I normally try to always look for a brand's sustainability goals on their website.
So true! I liked what you said about their stance being at the very top of their website. I look there first and then scroll to the bottom to find it. I agree that if they put it at the top, it is something that is at the forefront of their business and not simply an afterthought.
I'm also a fool for Etro! I've been really looking at the fabric content on these so-called luxury brands, and there's a shocking amount of plastic in them (which is why I only buy them secondhand).
I also don't get the trend of looking like everyone else - what is the point? I don't want to be one of many! I would love to see a picture of you as a punk in your mohawk, Louise! :D
I will see if I can find a pic! And yes, I feel as though often you are paying a premium for marketing, with the big brands, rather than quality materials, and that’s sad. It should be about paying a premium for cut and fabric.
My 16-year-old niece recently asked: "why does everyone looks the same now that we have more freedom than ever to look however we want?" I struggled to respond, but you've arrived at so many great points and observations here, about the times we live in.
I was flipping through a fashion history book recently, and in it the era from the 1980s onwards was named "the Designer Decades". And that's probably at the heart of all this. Clothing is so status/name/ brand-driven these days that there's simply no room for personal taste. And of course the internet and the influencer culture feeds on this, too. It's the perfect storm!
Your niece makes an excellent point! And it makes sense that it all went downhill when fashion became more accessible to a degree, because then status dressing in the sense of other people recognizing your clothes provenance inexplicably became more of a thing.
I did not know about the website 'good on you', thanks for the introduction. it gives me a new way to shop when I need to shop - I can identify the brands that are doing good work and choose what I need from them. what a relief!
I don’t know where to start – you as an Italian punk in the 70s, Liberty as the mothership … but most of all, the way you are seriously making me think about what it means to wear clothes, buy clothes, and buy stuff in general. Thank you so much for writing as, and about all, you do. 💗
I announced to my family this weekend that I was taking control of my wardrobe with the aim of reducing to a third of it's current state. Finding that I am able to narrow down what I enjoy wearing in a way that I haven't really done before so I am grabbing this thought with both hands. I am a classic pop into Zara type shopper and I haven't been in once so far this year and it's like I'm weaning myself off. Also, QUALITY of what I'm buying is going to change. I'm onit, Louise.
Hurrah! You won’t look back!
Ah, so much resonates here! Especially the side note about what being "cool" used to mean. We're in a time where sources for inspiration and learning are endless, it COULD be a golden era of creativity and individualism, yet carbon copying one another has become the default and a status symbol. I think you've really nailed something here thinking about overwhelm and choice.
I think people feel bombarded by it all, and so they quite naturally gravitate to a few trusted voices, and if enough people do this, it all becomes very self-referential, which is not really fun!
You gave shape to so many thoughts I had and couldn’t name. Brilliantly written, Louise.
Thanks Laura! I felt I was frothing at the mouth a bit there at times, so hopefully it read more coherently than it wrote!
That Etro jacket is gorgeous! I think the quest for individuality is the reason I love the preloved market - I can find truly unique vintage items or by the time I come to really want something that might have been popular at some point, everyone else has moved on to something else. But I’m not immune - I am the proud owner of 2 pairs of adidas sneakers after all. And I loved your point about how it used to be cool to have things that were different but now, to be cool is to have the viral item that everyone wants and has access to. I loved good on you when it first came out and I think it’s still a useful starting point but I’ve noticed that some of the brands haven’t been updated in years so something to consider as brands (hopefully) work to do better!
I think preloved is definitely the best way to ensure individuality - and to figure out if you love a trend when it no longer is one! Agreed about good on you - I also don't love their tolerance for viscose - and I normally try to always look for a brand's sustainability goals on their website.
So true! I liked what you said about their stance being at the very top of their website. I look there first and then scroll to the bottom to find it. I agree that if they put it at the top, it is something that is at the forefront of their business and not simply an afterthought.
Yes,yes,yes to everything.
Thanks for reading and commenting!
I'm also a fool for Etro! I've been really looking at the fabric content on these so-called luxury brands, and there's a shocking amount of plastic in them (which is why I only buy them secondhand).
I also don't get the trend of looking like everyone else - what is the point? I don't want to be one of many! I would love to see a picture of you as a punk in your mohawk, Louise! :D
I will see if I can find a pic! And yes, I feel as though often you are paying a premium for marketing, with the big brands, rather than quality materials, and that’s sad. It should be about paying a premium for cut and fabric.
I loved this so much, Louise!
My 16-year-old niece recently asked: "why does everyone looks the same now that we have more freedom than ever to look however we want?" I struggled to respond, but you've arrived at so many great points and observations here, about the times we live in.
I was flipping through a fashion history book recently, and in it the era from the 1980s onwards was named "the Designer Decades". And that's probably at the heart of all this. Clothing is so status/name/ brand-driven these days that there's simply no room for personal taste. And of course the internet and the influencer culture feeds on this, too. It's the perfect storm!
Your niece makes an excellent point! And it makes sense that it all went downhill when fashion became more accessible to a degree, because then status dressing in the sense of other people recognizing your clothes provenance inexplicably became more of a thing.
I did not know about the website 'good on you', thanks for the introduction. it gives me a new way to shop when I need to shop - I can identify the brands that are doing good work and choose what I need from them. what a relief!
It’s a really useful resource, isn’t it!
Also I have three pairs of Grensons that I've had for years and they are solid as a rock and I wear endlessly.
Same!
I don’t know where to start – you as an Italian punk in the 70s, Liberty as the mothership … but most of all, the way you are seriously making me think about what it means to wear clothes, buy clothes, and buy stuff in general. Thank you so much for writing as, and about all, you do. 💗