I was standing there on the plattform one morning. There isn´t much to do when waiting for the subway train to arrive. Usually I look at the walls. Often the walls contain adds or art. This time the walls contained adds from NK. NK is a collection of stores in a high end galleria in the middle of Stockholm. I however do not go there other than to buy perfume in the basement floor… that is mostly since they have the products I am buying. I don´t have a choice so to speak, well if I don´t wanna buy a gift that is enjoyed then of course I can buy something else…
Well, when I was standing there I looked at the different adds. The concept was to “get a new you”. The images where artistic and I do not believe anyone actually would dress like the concept in the images. However people do buy the pieces that the young women where using. And the focus was on pieces in the adds. One piece in each add was lifted up with headers like “Skirt from Nude” 1000 SEK, or similair. One of the products was a west from a designer label. It cost something between 29 000-30 000SEK. I was thinking who buys a leppard west for more than a average month salery? Hmm…
I don´t know who of the people on the plattform would pay that for a west… I was wondering if a person that does buy something expensive like that really travels with subway? Then would they take the cycle or walk? Hmm.. Would they even work? It´s difficult to have a car if you live in the inner parts of the city. So maybe they do have this public in the subway system…. but then who earns so much money that they can …. waist… that much money on a west? Hmmm. Well in Sweden a average income is like 23000 SEK and that is before taxes. Remove taxes around 31% in Stockholm area from that. So this means that the amount the person would have to pay is for a average income in Sweden about 1,5 month salery. So I am guessing not to many actually can buy it.
So how is this advertisement agency, where the majority cannot afford the item, thinking? I think that it will be “copied” by HM or some other retailer and then the girls and boys can dress the part without having the original high end labels. After all, everyday in Metro (a free “newspaper” available at the subway stations) we can see tips how to dress like celebrities for smaller amounts of money.
It won´t take to much time before the clothes are copied if they now happen to be in fashion or get in fashion.
So even if people won´t buy the clothes featured in the adds in the subway, the adds will effect the public. We will consider it fashion much due to the price… I am guessing. Expensive = celebs favourites perhaps? I do not know if its so they are thinking, but even if they do not think it the price gives status to the garment. Status is admired in this twisted world. Therefor people will be effected. The adds will have a impact on how the girls in Stockholm are going to dress.
Fashion shows if you are the inn people or not. Thanking God for classic clothes, no need to stay in fashion that way…. and allways be dressed right. Not saying I am not dressing in fashion… I don´t care if I am or not. I just dress as I please. Sometimes it just happens to be in fashion… Sometimes all my clothes are worn out at a certain time and the stores only offer fashion clothes… then it´s fashion… Vintage would be an option if they where available in all sizes, but they never seem to have. I love vintage, beeing both unique and saving the world at the same time. I love it.