The Ancient Egyptians built pyramids using slaves and stones, fashion is no different, its' pyramids are built from models and clothes. There is a very obvious hierarchy in the fashion industry. At the very top of the pyramid there are the premier fashion houses- dishing out beautifully served pieces of haute couture. A little bit lower down we find ourselves with a wide array of designer label 'ready to wear' garments with prices that occasionally make the ordinary man, gulp. Then, of course, as we move down into the larger lower pyramid sections, we enter a huge range of inexpensive clothes for the masses.
These levels of the pyramid are in no way disconnected, however. Let's not forget they are all part of the same pyramid. The top levels, with famous designers, set the seasons trends and then these styles are imitated to varying degrees of authenticity and quality as you move through the pyramid. So, if there are so many options available, why do many of us strive to acquire items as high up the pyramid as possible? You might argue its for the comfort, quality and look of the clothes up at the top. But it isn't, is it? If this is true, why are many of us willing to pay equally as good money for poor quality fakes? Could it be fashion has more than a skin deep aesthetic meaning?
I'm sure there are a lot of people who aren't bothered about labels- and that's fine- but what about those who are? You see its common knowledge that labels cost money, more money than most. And that's what it comes down to, being able to look as if you are successful and wealthy. Of course the clothes have to look good- but how much of the feel good factor from designer clothing is to do with what they look like and how much is it to do with the message your able to broadcast? We have all felt the empowering feeling that we get from putting on new and expensive (or expensive-looking) clothing. Its a rush. For a brief moment it allows you to feel as if you have entered another world, a beautiful, lavish and exciting world. The appearance and looks may change over the years but the underlying principles are as old as humanity itself- fashion is nothing new.
So when we buy fashion we buy more than just a look, we buy into a feeling and lifestyle that we want a part of. That's a powerful thing to be able to do for a moderate sum of money or keen bargain. Those sunglasses do more than protect your eyes from the light, they unlock the feeling of being empowered, they give you a sense of importance. Its our desire for success in life and the feeling it gives us that drives us to part with more money than we should (possibly), because these products allows us easy access into the domain of achievement and power. Coincidentally, its the same fast track entry that is briefly afforded to cocaine users every time they snort up a line. So is there a difference between cocaine and Coco Chanel? Well I'm having difficulty finding one. They're both expensive. They both make people act irrationally, theft for coke, January Sales for fashion. And they're both pretty fast acting and short lived. As far as I can tell the only difference is that cocaine is illegal.
It might seem like I'm condemning fashion. I'm not, I like a good pair of sunglasses as much as the next person. But I would advise caution to those who become obsessed and covet such things. I'm sure the advertisers are happy to tell you otherwise, but buying that coat, or those shoes isn't going to put a Bentley on the drive or fill your bank account. At the end of it all, you've bought a pretty coat and a feeling. Not a lifestyle.
Hard work, good fortune and being lucky enough to be in the top 1% earners category will allow you a lavish high life and little else. The majority then, by definition, cannot ever truly enter such a world. That doesn't mean to say 'abandon hope all ye who dare to try' but it does mean the ability to be content with what you already have is very important. Its an old philosophy-but no less relevant, if anything, it couldn't apply more. Endlessly chasing a mirage can only ever cause a feeling of failure and hopelessness. You cannot achieve the unattainable.
So when you next see a seductive array of Versace, remember, caveat emptor.
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