The endless pursuit

Dr Fahim Chand | Monday June 17, 2024 06:00

I stood beneath the showerhead, receiving this undocumented magic elixir. In my pharmacology class, where the dispensation of pharmaceutical knowledge filled even the emptiest of minds, not once had my professor extolled the virtues of a steaming hot shower. Here, in this personal sanctuary, I discovered a remedy far more potent than any lecture—an antidote that soothed both body and soul. My neurons gradually eased from the heart-pounding pace of the week, and as I began to feel human again, I turned the tap, releasing it from its defined duty. After drying off, I opened my closet, seeking the perfect fashion statement for Friday evening.

My eyes scanned the rows until they landed on a favourite: the Polo Ralph Lauren light blue, white, and pink Oxford cloth shirt. It exuded a refined yet effortless elegance, with pastel hues blending seamlessly to evoke a preppy, timeless charm—a worthy offering from the master of sophisticated style, Ralph Lauren. Although it had taken me some time to save up for this cherished purchase, it didn’t break the bank. I felt a deep satisfaction, knowing I had gotten my money’s worth. Yet, fashion indulgences are commonplace, with billions spent each year to the delight of fashion houses everywhere, fuelling their creative genius and our endless pursuit of style.

From Taylor Swift sporting an $895 Balenciaga hoodie to Kim Kardashian and North West toting Hermès and Louis Vuitton travel bags worth over $45,000, celebrities often own exuberantly priced items that symbolise prestige rather than necessity. Surprisingly, luxury brands aren’t limited to the elite; many customers who buy these high-end products can’t truly afford them. Despite a 25% increase in luxury item prices since 2019, consumer credit card debt has soared to $1.12 trillion by early 2024. Yet, the luxury goods market is expected to grow to $369.8 billion by 2030, up from 2023’s $253.7 billion. Luxury brands attract lower-income brackets because they symbolise status and boost self-esteem. Owning a high-end item, like the same hoodie as billionaire Swift, provides a confidence boost. David Dubois, a marketing professor explains that luxury brands sell dreams: “You buy a piece of a dream.” Additionally, there’s a common belief that luxury guarantees high quality. However, not every luxury splurge is worth the credit card debt. From low-quality products to a lack of exclusivity, some luxury items fail to justify their high prices, highlighting that sometimes, these indulgences may just be a waste of money. The French-based fashion house Hermes provides an interesting story. In the world of luxury, the Birkin handbag by Hermès stands as the ultimate symbol of status and exclusivity. Crafted from the finest leathers and meticulously stitched by hand, each Birkin exudes timeless elegance. The allure of the Birkin isn’t just in its craftsmanship but in its elusive nature. You can’t simply walk into a Hermès store and buy one. Instead, potential buyers must establish a relationship with the brand, often purchasing a variety of other expensive products—scarves, jewellery, even homeware—to prove their loyalty and worthiness.

Hermès deftly manipulates desire through scarcity and the art of the waitlist. Only a select few are “offered” the chance to buy a Birkin, making the handbag seem more like a coveted prize than a mere accessory. This exclusivity creates a sense of urgency and aspiration, compelling buyers to invest in items they might not need, all in the hope of one day receiving the nod of approval. For those deemed worthy, the Birkin isn’t just a purchase; it’s an induction into an elite club. The irony is that while the bag is a statement of wealth and taste, the journey to acquire it often involves a series of smaller indulgences, each one reinforcing Hermès’ hold on the customer’s desire and wallet. Another aspirational item is a pair of Christian Louboutin heels. Even if the name doesn’t resonate, the iconic red sole certainly will. Depending on the style, Louboutin heels range from $795 to $995. But are they worth the splurge? Even Louboutin himself admits comfort isn’t the primary focus—design, beauty, and an undeniable sexiness take centre stage. The iconic red lacquer on the soles, intended to wear with time, has been known to fade after just one or two outings. Although repair information is available on the Louboutin website, one might expect the signature red to endure a bit longer at such a steep price. One might wonder why we obsess over spending exorbitant amounts on items that seem unjustifiable, becoming slaves to fashion houses like Hermès, which dangles the Birkin carrot before those who can afford it. Reflecting on my Ralph Lauren shirt, I realise most of us suffer from the same affliction to varying degrees. We are all, in our own way, “fashion victims.”