A while ago I bought ‘Buyology’, a book about the multitude of subconscious thoughts, feelings and desires that drive our purchasing decisions and motivates us to buy (Lindstrom 2008). The title made me wonder about my own hidden preferences and unconscious desires. What are the things that I consider when buying new clothes? On what grounds do I make choices? Allowing myself to only buy two pieces of clothing last year made me rethink the way in which I consume.
In line with Sophie Woodward, Martin Lindstrom shows that getting dressed and choosing what to wear helps us feel a sense of control (over whatever the upcoming day may bring). According to Lindstrom, in a way thus we prepare ourselves for ‘battle’. Last year I did not only prepare my daily battles, I also prepared myself for not buying more that two pieces of clothing in an entire year. I somehow managed and after this period I realised more than ever the importance of dress and how I deal with certain desires when it comes to fashion.
The biggest lesson that I learned was a result of the confrontation with the rationale behind my consumption practices: I became very well aware of the fact that I mostly bought clothes based on my mood and emotions. Without considering the need, I could easily buy a pair of shoes, just because I felt like buying. There was absolutely no logic in my consumption patterns. And so the rationale behind my clothing choices slowly changed. I started to ask myself the question: what is it that I need? What are missing elements in my wardrobe? The end result is a pair of shoes by Maison Margiela and a blouse by Ilja Visser. These two pieces made my year memorable. And with that, I created a new ritual that will hopefully last for the rest of my life: no more than four pieces of clothing each year (two pieces was too much of a limitation).
This blog was posted on firstofaugust.com