From online retail therapy, flash sales, tongue-in-cheek ‘recession inspired’ slogan T-shirts that read ‘I cannot afford to ‘heart’ NY’ to runway recession-wear that has models taking to the ramp in couture made of recycled daily home articles, the fashion industry’s reaction to recession has ranged from innovative to downright bizarre. However, the eternally stylish always find a way to look good. We get four fashionistas to tell you how that is done.
More for less
As ‘recessionistas’ (a recession ready fashionista) will tell you, during tough times, it’s all about finding that perfect LBD with the right price tag or getting your hands on that stunning accessory that can turn a dress around. Brownie points for those who’ve mastered bargaining well. “The ‘same style for less’ syndrome has proven to be effective. Thanks to recession, everyone’s focusing on what style they’re wearing rather than the brand. That’s an amazing change, and I hope it lasts,” says fashion e-commerce site Style Fiesta’s Masoom Minawala.
The mantra for a fashionable recession is to shop smart and dress smarter. It is also a good time to make that move from high-end luxury brands to thrift store shopping. Stylists swear that a little patience and hunting at Hill Road and Colaba Causeway can result in great finds. “The sensible thing is to buy local products. Not only do you save yourself from the current exchange rates, you also end up supporting the local economy,” advises fashion columnist Namrata Zakaria.
Looking for exclusivity? Buy sample pieces. These are singular pieces commissioned by a store or designer to a factory, says Mitali Parekh, journalist and fashion scavenger. They are of high quality, low price and limited in number. “Buy ones in silk, embroidery, beadwork and chiffon. They look a lot more expensive than they are. Visit stalls outside Vile Parle station, Stall no 66 at Fashion Street and Fashion For Ever in Bandra every two weeks.”
The Internet is always cheaper than the mall. “There is always a sale on online. Connect with your girlfriends, share images of what you like, get second opinions and save,” adds stylist Pearl Shah. “My favourite online portals are Asos.com, Koovs.com, Bhane.com and Majorbrands.in. Facebook hosts a number of pages with unique pieces at reasonable prices.”
If nothing else works, cheat. “Never pay full price. Go to stores in January and March and try things on. Then wait for the sale season to snap them up. If you love a piece, buy it as soon as the sale starts. For basics like tees, wait a while till prices drop further,” suggests Parekh.
Jugaad season
Shah says fashion designers have wizened up to the economy, choosing to hold private viewings or participate in trunk shows that translate to instant sales rather than fashion weeks. Reversible jackets, shortened hems and practical silhouettes are often inspired by recession.
Maximise your resources. “Download pictures of your favourites from the Internet and get the outfit made by your tailor,” says Minawala.
If you have little to play with, you need to make the most of what’s in hand, says Zakaria. When choosing a new addition to the wardrobe, rate the piece on its capacity to be reinvented. “If it can be worn multiple times with other clothes in your wardrobe, you’ve got yourself many looks with just one purchase.”
Look into your wardrobe, to come up with fun mix-and-match options. “Stick to fail-safe basics. Black trousers and a white shirt with a dressy jacket. A mid-calf black dress with a ponytail. A red sari with nice earrings as the only jewels. Great taste is nothing but a process of elimination,” says Zakaria.
Try rotating
“Segregate your clothes into three batches and rotate them every three to four months. This way, you will use all your clothes. Do this with shoes too,” advises Parekh.
Lastly, don’t forget to have fun. “The finest and most fun fashions emerge when times are hard,” says Zakaria. “To think, mini skirts and bikinis were both invented to have a little fun while the world was at war!”
Tips for the recessionista
When shopping on the street, buy outfits in silk, embroidery, beadwork and chiffon. They look a lot more expensive than they are. – Mitali Parekh, fashion scavenger
Download your favourite pictures from the Internet and get the outfit made by your neighbourhood tailor. – Masoom Minawala, style blogger
There is always a sale available online. Connect with your girlfriends, share images of what you like, get second opinions and save on shipping. – Pearl Shah, independent stylist
When choosing a new addition to the wardrobe, pick one that can be worn multiple times with other clothes. – Namrata Zakaria, fashion columnist
Image courtesy: © Thinkstockphotos/ Getty images
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