Why do we always feel like we have nothing to wear?

In her videos published on the Tik Tok website, Andrea Chong talks about fashion. But not in the way you might imagine. Let’s say, in the form of a “corrupter”. After long praising the latest trends of the moment, this repentance fast fashion encourages not to buy. Or at least to curb the shopping spree. Her sights include the clothes that catch her eye on the racks of major fast fashion brands, but not only that. He then looks at the price tag in relation to the fit, the cut, the finish… “I realized that quality is something that brands ignore en masse while claiming to have sustainability goals,” explains the Brit, for whom the price doesn’t necessarily determine the outfit. Reflections he continues in his book Why don’t I have anything to wear? (Why Don’t I Have Anything To Wear?) was recently released in the UK. He specifically goes back to these buying mechanisms that are encouraged by brands and that encourage us to get this sweater, like the other six that are already piling up in our wardrobes. And in a logical continuation, about the reasons for this wardrobe, which fills and pollutes our brain to the point that we get tired in front of so many clothes. We don’t know what to wear anymore. Interview:

Madame Figaro: The title of your book Why don’t I have anything to wear? is very eloquent. How do you answer this question?
Andrea Chong. – No one ever taught us the basics of shopping for clothes. Today, our choices are influenced by advertising, celebrities, the press and social media, teaching us how to find good deals or duplicate outfits. We accumulate without logic. As a result, we learn little about style, the foundation of a quality wardrobe, and the questions we need to ask ourselves to achieve it. And we will, for example, allow ourselves to be seduced by the “instant gratification” on offer fast fashion.

Why do we often buy the same clothes?
We end up getting the same things because very often we don’t know what we already have. And when that is the case, we are not satisfied with what we already have. So we go again because there is a part that changes or because the quality was not there. Many consumers do not read the composition label of brands or examine the inside of their clothes. Which results in a dress that you really like, but that doesn’t wash well. The first few times you’re good at it, then over time, much less so. We put it in the closet, just in case, and go for the same type. Finally, I will add that we continue to buy similar pieces not for the clothing itself, but for what it represents. For many of us, clothing is a form of social acceptance.

We end up getting the same things because very often we don’t know what we already have.

Andrea Chong

How can we regain control of our closets?
The first thing to do is a wardrobe audit to understand what is wrong, paying attention to the composition of the clothes and their origin. You wouldn’t want to try to eat healthier without looking at the nutritional content of foods, would you? It’s the same in the dressing room. The second step is to question the reasons for these purchases. We shop more when we are bored or stressed. We will seek dopamine through impulse purchases… The third point is to rethink our relationship with clothes, that is, to buy less, but better. Some want to be as zero waste as possible, others mend their clothes, and others are more conscious about recycling. Everyone’s travel is valid.

How often do you recommend this wardrobe audit?
Ideally, you should do it once per season, so that what is needed remains visible four times a year. I also recommend doing this when you feel the real urge to shop.

How do we go about it in practice?
To start, you need to create four piles of clothes. one that you will give away, recommend to friends, or sell, consisting of clothing that needs to be repaired (which should be consulted if a shopping desire arises.), another consisting of items to throw away (especially out-of-season clothing), and finally clothes that we no longer want and that we cannot donate because they are irreparable or have become unwearable. This last pile is the most important to analyze. We need to examine the reasons why we don’t want them anymore and figure out how not to do it again by bringing home clothes that will end up in that pile.

We need to examine the reasons why we no longer want these clothes and figure out how not to repeat this process.

Andrea Chong

Does price equal quality?
Decades ago, the answer would have been very simple. Today, the overwhelming demand for a digital-first culture and the desire for novelty have greatly increased the competition between brands. Price no longer affects quality. Today, as customers, we often pay for pure marketing. Thanks to the power of social media, so many cult brands have sprung up that are priced quite high considering their sometimes very poor manufacturing standards. As long as it’s “cool” and the labels have the right celebrities or influencers to wear it, they can charge any price. Therefore, we should not take this as a quality indicator, but rather pay attention to the fabrics and the way the clothes are made.

What is an “effective” purchase?
It starts with careful shopping. Which means putting filters in place where we can objectively tell if something is worth it to us. This particularly applies to the financial issue. Depending on the fragility of the fiber, we have to ask ourselves if we are able to take care of it. Buying an expensive, high-quality piece doesn’t necessarily mean you’ll know how to maintain it. We should try to find good value clothing that suits our purposes. It is true that it is not easy to find good quality clothes in stores specializing in mass fashion, due to planned obsolescence and, of course, overproduction. In this regard, I recommend looking at brands that focus on one category of pieces and are less focused on trends.