F Fashion, the captivating world of catwalks, high-end design, and the industry itself, once consumed my life. From a fashion-obsessed teenager to a Master’s degree in fashion history and a decade-long career in the industry, my journey has been one of intense passion, disillusionment, and ultimately, a peaceful detachment.
My early years were filled with the intoxicating allure of designer labels, Vogue editorials, and dreams of a glamorous career. Working at Harvey Nichols in 2004, surrounded by Phoebe Philo’s ethereal Chloe collection, solidified my ambition to inhabit the world of F fashion. I immersed myself in the craft, researching lost couture pieces and memorizing show look numbers.
The reality of the F fashion industry, however, proved to be a stark contrast to my romanticized vision. Breaking into the world of fashion magazines was brutal, requiring a masochistic level of resilience. The relentless competition, the cutthroat environment, and the pervasive culture of exploitation and bullying left deep scars. While there were moments of genuine excitement and camaraderie, the constant negativity and superficiality eventually wore me down. The froideur, the cliques, the blatant unkindness disguised as discernment – it all became too much.
The industry’s shift towards an attention-based economy, where success hinges more on social media savvy than on design innovation, further alienated me. The constant need for spectacle and the relentless pursuit of trends felt shallow and unfulfilling. My own values had changed, and my priorities had shifted.
My passion for clothes, however, remains intact. I still appreciate beautiful design, meticulously crafted garments, and the transformative power of fashion. But my focus has shifted from the fleeting trends of F fashion to personal style, sustainability, and community. I now find joy in renting clothes, buying secondhand, and sharing my wardrobe with friends.
I have discovered the satisfaction of building a wardrobe filled with timeless pieces from brands that resonate with my personal aesthetic. Doên, Sézane, Reformation, Christopher Esber, Coperni, and Khaite have become my go-to labels, offering a curated selection of well-made, stylish clothing that transcends fleeting trends. Finding these “personal filter” brands allows for a more intentional and fulfilling approach to shopping, whether on resale sites, seasonal sales, or rental platforms.
The demise of Christopher Kane’s label, a designer who emerged alongside my own career, underscored the changing landscape of the F fashion industry. Success is no longer solely defined by creative talent but by a deep understanding of the attention economy. After years of witnessing the industry’s excesses, I have found peace in stepping away from the frenetic pace and focusing on a more personal and meaningful relationship with fashion. While the F fashion world may no longer hold the same allure, my love for clothes endures, expressed through personal style, sustainable practices, and shared experiences with friends. It’s a quieter, more fulfilling approach to fashion, one that aligns with my evolved values and priorities.
