Why âhigh-endâ brands are giving you a bland personality
By Elliot Chan, Opinions Editor
We brag about the products we own as if it was some kind of accomplishment. As if it added value to our lives. It doesnât.
When people approach me, eager to show off their expensive watch, designer purse, or bold-logo T-shirt, I feign excitement, smile, and for a brief moment, feel gracious at being in the presence of something so valuable. âWow,â I exclaim, âyou must have worked really hard and been very fortunate to earn this luxury item. Iâm sure glad I have a successful friend like you.â That feeling, however, vanishes quicklyâjust like my paycheque.
High-end products such as designer brand fashion, luxury vehicles, and expensive alcohol fascinate me. I grew up in a lower-middle class family where less is more. All the same, my parents always strived for the best. When I went back-to-school shopping, my parents bought me Nike and Adidas. When we went out to celebrate my good grades, they would take me to a fine dining restaurant. Iâd have been satisfied with Joe Fresh and McDonaldâs, yet I didnât decline. Money didnât buy happiness, but it was a great way to motivate and celebrate. But that is not always the case; some people choose to use expensive products to separate themselves from the less fortunate, and that is the venom of consumerism.
If youâre wearing a product with a large logo, itâs because you want people to know about your prosperity and wealthâand maybe your fabricated sense of style. You want people to know that you can afford a Versace bag, an Armani suit, and a pair of D&G leather shoes. You are, in a sense, better than them. That attitude to me is a little sickening, but it is true. The same way some people use cosmetics to appear more âbeautiful,â others use luxury items to appear higher up on the social hierarchy.
I have a slight guilty pleasure watching someone purchase a counterfeit product thinking itâs authentic. They saved money and theyâll be happy for a while. Most people canât tell the difference between a Chanel bag purchased on Robson Street and the Chenel bag purchased on Keefer Street. Sooner or later, those who own a Chenel bag will ultimately feel inferior. They would rather throw it away shamefully than continue using it as a practical item. Itâs true consumer tragedy.
Furthermore, many intimate relationships are based around expensive outfits and accessories. In our consumer society, a mateâs desirability is based upon the bling. Now, I ainât saying sheâs a gold digger, Iâm just saying she looks fine in H&M, driving around in a Toyota Camry, and eating brunch at Costco. A relationship where lavishness is a prerequisite is a flawed one. And to think that someone is not good enough for you just because they donât have unlimited credit spending and a gold-encrusted jumpsuit is rather offensive. Itâs like trying to find love in a pile of money.
We have become blinded by designer brands, thinking that owning a garment will change our personality and make us more appealing, successful, and happy. Luxury items are short-term solutions, like drugs or alcohol; they donât harbour any lasting memories.
Instead of spending on expensive products, choose to use that money for experiences with friends and family, charities for less fortunate, and your own personal growth. Thatâll impress me more than your stupid gold watch.
