Putting labels into superficiality is another successful human trait. These days if you don’t take money out of a Chanel purse, you are a destitute and if you don’t wear a Rolex, you are an illiterate who can’t tell the time. The commercial world that governs our lives is worse than a racist. It has found a new way to discriminate people and form new social classes. There are many who suffer if they are deprived of designer possessions. And some of them happen to be our young generation, who are supposed to make the world a better and sensible place. Oh dear!
We live in a society where people are constantly impressed by the most expensive and exclusive items. If your shampoo isn’t made from the newest breakthrough formula containing the most advanced self-thinking serum, by aseptic, brilliant white laboratories that carry the names which sponsor large film festivals; then you and your hair don’t stand a chance. You are doing injustice to your luggage if you don’t carry a Louis Vuitton in a busy airport. Looks of admiration from other baggage are bound to make your luggage feel the pride in wearing that name, as its being rolled along. Sigh! Impressing others seems to be more important than impressing ourselves.
Beauty is no longer precious, if it’s not adorned with designer labels. And elegance is found, not in character but in things you own. Prestige and pride have become things you can buy. It is advertised through media and encouraged through admiration for price. Gone are the days when people spent sensibly. Now, the search for the expensive is the new common sense. If something is reasonably priced and normal, then it is not worth buying. Nobody wants what everyone can afford, which means even the designer brands have to stay competitively updated to provide the very best of the best. Consumerism has never seen such idiotic heights.
“If you live for having it all, what you have is never enough.”
We are a species who love things, luxurious things. And sometimes we make those things by exploiting other species. But hey! we are after all more important than animals, an argument supported only by humans. Leaving morality aside, I do want to talk about the psychology behind the obsession with luxury goods. It seems more people think that their lives are so much worthwhile when they surround themselves with these items. I’m not so sure of the worth, but it certainly has an effect on other like-minded people. So we do it mostly to raise our self-esteem.
And there are those who simply love a good designer name on their possessions. But it doesn’t stop there, because what we can afford and cant is labeled on what we wear and have. It also manages to do a lot of exclusion. This has become a social indicator to measure wealth and taste. If you don’t have a crocodile on your t-shirt, then you simply have no good taste, and probably not much money. The superficiality of it, if made into a musical, will be comic gold. But this hilarity is getting more and more obnoxious.
There is nothing wrong with people wanting to feel good by settling for luxury products, which are considered the best. The ‘best’ of course may vary according to different interpretations. It’s all in the perception. The truth is, more people are buying things to impress others rather than themselves. They buy because there’s a need to have what others crave to have, and there’s a need to keep up, or face exclusion. These are the wrong reasons to be designer-conscious.
We are constantly told that there’s something out there, better than what we already have . It doesn’t mean that what we already have doesn’t do the same job; rather we are made to believe that we need something we really don’t need. If you give someone a lovely dress and say it is a genuine Alexander McQueen, they will wear it happily. But however content they are of the dress, if you are to break the truth to them, it will instantly dissatisfy them. Such is the power of a designer name.
It speaks a lot about how we perceive life and what we consider as important in life. Although the quality of designer brands are supposed to be higher, the quality of human expectations have diminished greatly.
“To live fully, we must learn to use things and love people, and not love things and use people.”
― John Powell