A thought that keeps entering my mind when I’m shopping is how we shoppers are becoming harder and harder to please.
Shopping precincts are filled with people every day, spending money on things they hope will make them happy, things they think they need, things they feel pressured in to buying. I know this because I have been one of those shoppers on countless occasions. When I felt bad about my appearance I would blame my clothes, I would compare myself to other women and would envy their ‘style’. Before I even stopped to challenge these thoughts, I would have already spent money I didn’t have on a new outfit that I thought made me look ‘pretty’.
Thing is, you might feel pretty for that day, but chances are that unhappiness you tried to fix by buying clothes is going to crop up again. That new dress you bought won’t satisfy you for long, soon you’ll be back in the shop buying more stuff that you can’t afford and don’t need.
A couple of months ago I remember one of these episodes happening to me. What sucks is, if you’re not aware of why it’s happening, you have a very slim chance of making yourself feel better without the clothes. This is because the media (Oh the big bad media!) keeps telling us (discretely and overtly) that we need all of this stuff. I was in Zara, looking exactly the same as I do tonight; but all I could think about when looking in those changing room mirrors was how horrible I looked and how all my clothes were shabby and old and that I needed a new things.
Tonight I went shopping again. Tonight however I was very, very aware of how each shop, each advert and each mannequin was in a sense deceiving me. I was able to stop and think that I didn’t actually want or need any of that stuff that initially attracted me so much. I looked at the advert of the super skinny 6 foot something model and thought, fuck that, not fuck her per se (every type of body is beautiful) but fuck the narrow headed industry that thinks that one size fits all, and that what makes women happy are diamonds, highlights, gel nails and HD Brows. I passed a cosmetic store and remembered that I was running out of mascara, then I remembered I was also running out of make up remover. I THEN thought, why not kill one bird with two stones and not buy either! Saving me money and time. I’m perfectly okay with not wearing makeup and my newly freckled forehead and rosy cheeks looks better than any blusher or foundation anyway.
If you keep this awareness whilst shopping, I can guarantee you’ll feel better about yourself, you’ll be smiling instead of frowning and chances are you’ll spend a lot less money!
I actually did go shopping for a purpose. I am going to Tenerife tomorrow, and my all black school wardrobe would be quite uncomfortable in 30 degree heat, so I needed a light summer dress! Instead of getting swept away by the adverts and the window displays and the whole rigmarole, I just bought a single dress for €25 and I love it.
I actually really liked this shop. It’s called Natura and it had so many good values. I have never actually come across a store that had such a positive feel about it. Their biggest marketing strategy I guess is water. Loads of their tops had water slogans and they sold funky looking water bottles. But the whole point of this marketing strategy is that a huge campaign of theirs is to supply water to third world countries. I tried to have a look at their website for some of their other campaigns but I can’t read Spanish so didn’t get very far!
One quote on the homepage that I think is brilliant however is:
I desperately hope that people realise the lifestyle we have could destroy someone else’s in the world
A few doors down stood Primark, and I admit it did cross my mind to go there and buy a cheap summer dress. I am so glad I didn’t. Clothes provinence isn’t something we think about enough, all we care about most of the time is how we look in it and how much it cost.
Someone once told me that people have morals, but only when they have the money to afford them. Personally I think that’s a lie. We live within our means and it’s up to us if we want to fit morals in.
P.S Check out how cute their bags are!