On Brands

A still from North by Northwest | Alfred Hitchcock | 1959

On Brands

The reason why I write a blog is because I don’t have a preset image of how I like to dress. Of course there are brands I like and I do have a general idea on what to buy, but I am constantly searching, on the internet, but also in the real world on how I would like to portray myself. The individuality that comes with dressing is a right given to us. There are cultures beyond ours where a strong uniform is forced upon its peoples and neglecting it can cause to severe punishment, some of them even leading to hazardous situations such as rape and or death. But not for us. We have a complete free choice on what we put on our bodies. But do we really?

In one of my first posts on this blog I mentioned walking around Amsterdam only to find nearly every shopping street looking the same, all containing the general H&M, Zara, Pull&Bear, Primark and what not. Both crowd and noise inside the stores were appalling: the shops are strongly aimed at 16-25 year old women, with loud pop music playing and windows filled with bright colours, look books and screamingly low prices. The women walking out of these stores were looking so strongly alike that it frightened me. Apparently they didn’t notice it themselves: because they came out with bags made of plastic filled with the ‘latest’ trends of the new season, which ironically most of the other people in the shopping street had just bought too.

Why do we feel a constant need to buy from big chain stores when it comes to shopping? To get the so-called ‘latest trends’? To get something for dirt-cheap and score the best deal? Perhaps because our friends shop there? Or simply because it’s easy? These common chain stores such as H&M and Zara are big business because they serve the general demand. This means the items are quickly made, follow trends but are never too ‘daring’ (because this would not sell to a great audience). The result is that these stores have become so powerful that it is nearly impossible for young designers and new labels to establish their brand on the market. In my opinion, dressing ourselves contains more than fast fashion and easy shopping – it’s an identity. This has made me think a lot about how I want to participate in this micro-world and mostly on what I want to support through my money and in which stores I want to spend my money.

All this pondering has lead me into making a new decision: besides my regular go-to brands that I trust and go to a couple of times every year for something new, I will spend more time on educating myself on local design and small designers. I’ll post my findings on the blog in this new category simply called ‘Brands.’ I know it’s only a small effort, but wouldn’t it be so sad if downtown would turn into a bland H&M and Zara shopping street? So let’s shine a light on some different stores for a change.