RETAIL THERAPY FOR THE SOUL

Since the beginning of this pandemic, which - out of boredom - has led me to post daily outfit inspiration on my Instagram stories and setting up my own website, I have constantly been wondering about the importance of fashion in current times. With Vienna’s streets empty and stores closed, all fashion related activities seem to have shifted to the Internet. During the last few weeks my inbox has been flooded with emails announcing the latest markdowns and flash sales, companies offering everything from free shipping to extended returns plus an additional 20% off.

Tempting, right? 

And I have to admit, looking at clothes feels way more comforting and “normal” than facing the current reality of people getting sick and dying, overflowing hospitals and desperate doctors, businesses going bankrupt and people losing their jobs. These circumstance make shopping seem a little too self-indulgent and somehow just plain wrong. Yet, working as a freelance stylist, who doesn’t draw a monthly salary, I certainly wouldn’t mind if people started shopping again. I also wonder if my role as consumer during this pandemic is in helping small businesses or my favorite designers to stay afloat (or is it just me trying to justify another purchase while clearing my conscience, I honestly don’t know).

My point is, you can probably argue it both ways.

One way or another, many of us will emerge from this crisis with new ways of doing things - and hopefully shift our relationship with consumption. I am not saying don’t shop, I am just saying make it meaningful. Where you spend your money matters. Before you buy, think and make an informed choice. By purchasing that lounge wear set - currently so affordable - you are not just purchasing stuff, you are supporting multiple people’s livelihoods. Shopping in times of Corona could be about helping save a generation of small designers and independent businesses.