Designer labels: A waste of money?

During my school days I didn’t know anything about branded clothes or accessories other than for Prada. I knew the brand Prada only because I watched the 2006 movie The Devil Wears Prada starring Anne Hathaway and Meryl Streep. Being a girl who is ignorant about fashion, I couldn’t understand most of the fashion discussions my colleagues had or why they spend so much money on clothes, cosmetics or makeovers when I started working. I was amazed by their knowledge on fashion, cosmetics and branded items. Some of them even knew to name the design of what Catherine, Duchess of Cambridge was wearing when she came out from the hospital with Prince George. I tried to listen to them and learn a few things about fashion and brands including that Duchess of Cambridge was wearing a Polka dot dress on this day. But I failed to understand them and finally decided to give up. However, I didn’t stop eavesdropping.

Hanging out with them, I learnt that some think that the only way to look good and fashionable is to purchase expensive materials- clothing or accessories from a well known, high-class shop. Some tend to pay a lot of money just for the name printed on the cloth’s price tag- its brand. You know how branded goods are expensive. Conversely, people who don’t believe in buying designer brands say some are only paying for the brand names and not for the product and its use. I believe that this statement could be interpreted as right and wrong at the same time depending on the materials they use.

Some may say that one will only be paying for the brand name and that the product is no better than any other. While you are paying in part for the privilege to wear the brand’s name, you are also probably purchasing a product that is high in quality. High quality clothes tend to last long and fit better while giving you the satisfaction of wearing branded clothing. But most of the branded fashion items are not local. Therefore, they are made to tally their customer’s needs and climate but not ours.  As an example, a branded leather jacket from UK or USA would not be suitable for this countries climate.

However, this habit of wearing or using branded material seems to be an attempt of keeping one’s social status.  Wearing designer clothing aligns you with an elite group which includes people who can afford it. Also, only the people who spend money on, or wear designer clothing recognize designer clothing. They can also usually recognize cheap clothing. Sometimes it seems like an endless battle of making each other jealous of their branded clothing, which helps them keep up to their status.

It is true that designer clothing is unique and rare. But you can also fulfill your need with usual clothing along with a little bit of creativity. You can make fashion an art but not a thing to be used to show off some status you do not have. However, if you are a fashion icon or a celebrity, buying and wearing designer clothing can be justified. But it is hard to rationalize why a normal person would spend money on designer clothes and branded items just to come to work. You are coming to your office to work, perform your duties, and showing off your social status cannot be among your duties.

Same goes with the fashion jewelry and other accessories.  A 1,000 rupee wrist watch and a 100,000 rupee wrist watch would read the same time if they are adjusted properly. So, why spend more money? Sri Lanka is still a developing country. There are people suffering who are unable to fulfill their basic needs. There are children deprived of education and there are people who have got only one change of clothes.  There are thousands of classrooms across the country without a wall clock to check the time while you wear an extremely expensive watch which you never use to check the time. You’ve got a sophisticated phone in your hand which helps you to read time. Therefore, you don’t even have to wear a watch.

When you spend too much money on branded expensive goods, think twice whether they are essential to you. See whether you can get another brand for a lower cost. Stop spending money unnecessarily, especially on imported products. Help a poor student to learn, if you think you need to spend this money. Think about the country, think about its future. Spend wisely on meaningful things.