I was recently having a conversation with a friend where we started discussing designer brands and she told me about a must-have piece of the season. “It’s very popular and sold out everywhere, I’ve made an appointment at the store to get on the waiting list.” Intrigued, I started looking in to this must-have item and found myself thinking I want it too. Given that it was sold out everywhere kind of adds to the appeal and makes you want it that little bit more. So, I too made an appointment and a few days later I found myself in the store surrounded by lots of very expensive things. I do believe we should treat ourselves, because lets face it, we work hard for the things we have in life. Rewarding yourself for an accomplishment can be a great way to motivate yourself.
On this occasion I found myself wondering what was it, what was the appeal to have and own such expensive luxury items. Some would argue it’s the quality you’re paying for and that’s fine, I can agree with that. There is no doubt you’re paying for quality when you are buying a premium product, (most of the times anyway). Some people can afford to have all the luxuries in life and own everything in that store but then I’d argue are they really luxuries? For the average person who wouldn’t be able to spend on a whim and would need to save to buy an item in this store, what is the appeal? There are plenty of brands out there catering to all price points with pretty great quality but why is it we want the more expensive designer brands.
Some of you reading this will be thinking well it’s my money and if I want to splash out now and again, then that’s what I will do, and I’m no different. But is it acceptance we are so desperate for, what is it that fashion folk say “Fashion is expression.” By the designer brands we wear we are expressing how we want to be perceived. How do we want to be perceived, and who do we want to be perceived by? Do we want to show our peers we have expensive taste? Or are we trying to be something or someone that we aren’t? Are we trying to be part of a class or a group of people that we don’t really belong to or does self-esteem play in to it? To feel validated and to have a sense of belonging especially for people who live on what they earn month to month. Or have we all fallen victim to the marketing ploys of these designer corporations that our lives will be inherently better with these items. Gone are the days when people were judged on their intellect and what they had to offer but now people are judged on the label on the shoes they wear and what does that really say about us as a society.
I have found in a lot of people in my own social class that they buy in to the luxury brands to ‘keep up appearances’. They’re almost trapped in this circle of having to keep up with the latest trends because that’s how they feel recognised and part of their social group. Some people without their designer clothing experience ‘lessening of self’ as these very designer brands have come to define who they are. It is interesting that the billionaires of the world the likes of Mark Zuckerberg and Bill Gates dress moderately and don’t show off their wealth.
There will always be those who have more than what we have and that is just a fact of life. Another way to look at this is to acknowledge there will always be those who are less fortunate than us and for that we need to be grateful. We should all strive to work harder for the quality of life we desire. Wanting and owning expensive luxury branded items will always be related to the strong emotions we attach to them. Being consciously aware of the decisions we make and why we are making them is always important, especially when there is an expensive price tag attached.
