Fashion And The Human Condition.
Ever heard that song Pinocchio Story by Kanye West? Here's an excerpt:
"there's no Gucci I could buy, there's no Louis Vuitton I put on, there's no YSL that they could sell, to get my heart out of this jail and my mind out of this hell, there's no clothes that I could buy, that could turn back the time..."
Now take a moment and think about those words. Is it ture? Was he onto something? What's in a brand?
I'm going to attempt to answer that by approaching it from a human psyche point of view.
The human species is a complex enigma. Every living soul walking the earth is in constant want of something. On this quest comes a journey through human existance that begins at birth, to life and ends at death.
Every human being is comprised of the mind, the body and the soul. In order to feed and satisfy all three, we have wants and needs. There are five basic human wants namely: food, shelter, water, oxygen and clothing. However, when it comes to wants, the list is endless, and it is in the pursuit of these wants that brings me to fashion.
Over the ages, the function of clothing has evolved from being a basic neccesity to what we now call fashion. Fashion is a multi-billion industry today mainly because it feeds that unfathomable part of the human psyche.
We do jobs we don't like to buy alot of things we don't really need just to cover what's inside. Self-consciousness, low self-esteem, inferiority complex, peer pressure are some of the physcological conditions that fuel this industry.
Clothing is no-longer used for it's primary function of covering our modesty - rather self-indulgence and glamourous allure. Some are in the school of thought that it is for artistic purposes.
Well for whatever reason, the thing that makes us spend a month's salary on one item of fashion goes to the core of the human psyche. Is it for investment purposes? (as some brands such as Chanel and Christian Dior have produced items that appreciate in value over time.) or rather to attract and give the illusion of success?
Louis Vuitton, Gucci, YSL, Hermès, Christian Dior, Cartier, Tiffanys, Giorgio Armani, Dolce & Gabbana, Prada and Vertu are some of the most profitable and successful fashion brands today.
There's something about these brands that somehow hypnotises us from a place of rational thinking to a place of irrational thinking so as to purchase their products. And no one is immune. Everybody the world over owns an item from one of these companies, be it clothing, cosmetics, luggage, footwear, eyewear, home products and so on. This is because we all want some glamour in our lives to boost our self-esteem and to project success in the quest for status and recognition.
In conclusion, I leave you with these thoughts; behind every glamourous façade, there's an age of intense preparation that leaves what feels like a bottomless pit of emptiness inside. What we really need cannot be quantified or purchased.