After the last blog on how we interact with and consume clothing, I have been actively aware of different experiences with clothes and fashion.
There are so many YouTube videos on Luxury Bag Collections; people with vast collections of bags and other items from Hermes, Chanel, and Louis Vuitton (among other brands). I had not been aware of this, and once I watched one, the algorithm fed me lots more. What an interesting and, personally, baffling phenomenon. Why does one need so many bags?
As someone who has spent her career in Fashion, I have had a good number of bags. I have lived through the Prada, Gucci, and Chloe “it-bag” eras. I have bought and used many bags. Yet this “Luxury Bag” obsession has surprised me. The content creators are ordinary people; they do not appear extensively affluent. A similar group to this I experienced in Paris stores when I went to Chanel, Celine, and Loewe recently. People were buying extensive amounts of luxury rather than one or two beloved bags, which they use frequently. What is going on here?
I felt this unease last year after visiting YSL in Paris. Something felt different. I thought it was me and was truly “over” excessive spending. However, I had the same feeling this year in Paris. After a lot of reflection, I have identified a few possible reasons for this.
INFLUENCER CULTURE: These beautiful people, with their gorgeous lives on a constant trip to somewhere fabulous and in new outfits constantly. New bags, like many Hermes.
SOCIAL MEDIA: Being constantly fed these images of people with the aforementioned “gorgeous lives”. Our human sense of inadequacy or desire has us wanting that.
FAST FASHION: During the extraordinary era of Alessandro Michele at Gucci, the brand was very vocal in stating it wanted to be like a fast fashion company in its embracing trends and newness. Clearly, it worked, and others followed.
There is nothing wrong with any of this. We can all freely buy and consume what we want - right? Absolutely, we can. However, everything comes with a cost. In this situation, the cost affects us financially, our mental health, and, inevitably, the environment.
For years, Fast Fashion Companies have been called out for their irresponsible and unethical behaviours. Yet, here are people consuming high price items as though they were the price of Zara. Are the Luxury goods companies doing the same as fast fashion companies in their own ways?
None of us want to be victims of consumer culture.
What can we learn from this, and how can we take our power back?
Consumer culture is relentless. It is designed to make us feel inadequate and that we need more. Remember this!
Buying beautiful things is totally fine; just be aware of the reasons you are buying them.
To be a more aware consumer, only buy what you need.
There will always be something newer, the latest version or a limited edition.
Remember - influencers receive some of these items. They are a business, too. It is their job.
Be an individual, know what you like, shop ethically and educate others to make good choices.
Best regards
Kate Padget-Koh