What do women want? The age-old question! Now, let me clarify, this is a post about what women want in FASHION! I’m a woman, and I still don’t know what we want throughout the rest of our lives!
Continuing on from previous posts (How to define your personal style., The State of Fashion Sustainability.), I wanted to explore the notion further in regards to what women want in regards to fashion and shopping. As I often hear women talk about the need to buy quality over quantity, yet majority of their wardrobe is made up of Zara pieces. Don’t get me wrong, I am not judging anyone, but merely trying to understand the discrepancy between what women want and what they actually buy.
Fashion advertising is full of fantasy driven pieces that look spectacular on paper (or on our screens), but leave little functionality in our real lives. Yet, women cannot get enough of it. In fact, social media influencers have gone from sporting every day fashion looks to wearing the ultimate unattainable pieces from the runway, in the attempt to remain relevant. To me, it seems as if we are constantly trying to up the anti and wear pieces that scream different and unique. Enter, ugly fashion. More on this later.
I’ve compiled a short list of points that women have made to me over the years below. Although, this is not an exhaustive list, there are many other factors that affect what women want, namely; socioeconomic status, generational identity, hobbies, families, friends, work and education.
But, I think we can all safely assume that women want to feel and look good…whatever that means to the individual.
What women want:
- Clothes that are flattering and fit well
- Trendy yet wearable styles
- Value (pricing; low or high)
- Ease of care (e.g. washing)
- Items that maintain their shape
- Looks amazing
- Made from ethical material and fair manufacturing practices (not everyone)
- Comfortable (arguable)
What did you think of that list? Did you tick a few of those? But why is comfort arguable when it comes to fashion, you say? Well, I’d like to dedicate this post to all things “comfortable!”
Now, a fashionista in circa 2009 may look at that list (comfort in particular) and cringe! They may have said something like Anna dello Russo did on her website, “If you like to be relaxed, you will never get the look. Fashion is always UNCOMFORTABLE.” But times have changed, with the addition of sneakers, oversized sweaters and mum (or ‘dad’ now) jeans; women can look great and be comfortable. Ugly fashion is a testament to that. Not only is it an attempt for fashion insiders’ to up their fashun game, but it makes wearing once deemed ordinary pieces, ‘cool’ again! Think bum bags, slides, and tracksuits.
Because fashion is cyclical, you can rest assure that those comfy pieces you love will probably be back in fashion again in the future! This has been proven by the fact that almost every single pair of those ugly shoes have completely sold out on online stores such as Net-a-Porter and Matches.com. Women are rejoicing all over the world, that they can finally wear pieces of clothing that are SUPER comfy and are on trend. That is consumer driven!
So, if comfort is what you want, then embrace the oversized sweater and sneaker trend, and wear it with confidence. And if you’re feeling extra fashion-ey, then try some ugly shoes! Warning: before buying ask yourself this – would you wear them if they weren’t paraded all over insta?!
Now, an argument wouldn’t be an argument if there weren’t two sides. So, the flip side to comfort would be, well uncomfortable! So why would women want to wear uncomfortable pieces of clothing? If you’re into fashion (and I’m guessing you are considering you’re reading a fashion blog) you may have heard this said to you once or twice before, “those can’t be comfortable!” And why do we do it? Because, fashion. We love to look good, stand out, feel sexy, and push the boundaries, etc. I mean, when you really think about it, women go to all lengths for fashion. From scratchy materials (sequins and plastic in 2018), to tight clothing (corsets and jeans), to completely inappropriate seasonal dressing such as a dress with no jacket in winter! Whilst I’ll male counterparts get to kick around in flats, trousers and jackets.
The difference now is, that we don’t need to punish ourselves every single day. There will be events and days in which us fashionistas will wear something outrageously uncomfortable, because it looks bloody amazing, but then we can balance it out with a mix of athleisure the following day. But one word of advice, when opting for the “uncomfortable” pieces, try to aim for quality still, e.g heels are more sturdy when they are made from good quality materials! 😉
And lastly, for those who are reading this that are perhaps not so into fashion, don’t knock anything until you try it. It’s too easy and comfortable (not the good kind of comfort) to dismiss pieces of clothing because they look “unpractical” and “ridiculous.” As Alexa Chung says, “never say never in fashion, because you’ll be wearing ‘never’ in two years’ time!”
So, what do you think? Is that what women want? I intend to explore a few of the other points in the next few posts – so stay tuned. Until then, drop me an email or follow me on my social media accounts.
Thanks for stopping by!
Katrina – Leather & Soie
What I wore:
Sweater – Levi’s
Sneakers – Nike