Financial Instability, But Make It Presentable
Financial Instability, But Make It Presentable
Kaitlyn Fuller
Fashion has always been a reflection of the state of the world, but in modern times where prices are rising from clothes to gas costs, social media and economic conditions not only shape what people wear, but how they take care of themselves and define their own sense of beauty. When money fluctuates, so do our standards and expectations.
One of the clearest ways the economy affects fashion is through affordability. During times of economic strain, consumers prioritize 
affordability over quality. Fast fashion becomes more appealing because it reduces costs to stay current, even if the quality is lower. Thrifting and secondhand shopping skyrocket in popularity. On the other hand, in stronger economies, luxury brands and high-end fashion brands thrive as people feel more comfortable spending on status and self-expression.
Past and recent financial shifts don’t just affect clothing, they reshape lifestyle choices and beauty standards that are heavily influenced by what is affordable. Mainstream media promotes a polished, high maintenance look that creates high beauty standards. These beauty standards create the need for teenagers and older children to feel like they need expensive cosmetic enhancements and new clothes. In reality, what is considered “beautiful” often aligns with what is expensive or exclusive, reinforcing the cycle where wealth and appearance rely on each other.
Economic struggles can also affect beauty and fashion in more creative ways. When people have fewer resources, individuality tends to stand out more. Personal style becomes less about following trends and more about making the most of what you have. This leads to unique fashion statements, revival of vintage styles that remind us of a better time, and a stronger feeling of control.
The economy also influences how people emotionally connect to fashion and self-care. In times when anxiety takes over, treating yourself to a small or big purchase can feel like a form of comfort or control. According to Mary Mannion from J.P Morgan Wealth, “The theory goes that in a gloomy economy consumers will curb discretionary spending but continue to buy lipstick, perfume and other small, affordable luxury goods. If sales of lipstick are growing, investors can, according to the theory, expect an economic downturn.” Although it’s just a theory, this phenomenon can be traced back to World War II.
After World War II, luxury fashion brands like Chanel, Dior, or Yves Saint Laurent shifted towards a new generation of consumers. Women who desired affordable luxury usually pivoted to purchase the lower end of designer goods such as perfume and cosmetics. According to Deepti Nagulapally, a Behavioral Science Specialist at J.P. Morgan Private Bank “With perfume and cosmetics, you tend to wear them every day—because when big things are out of reach you naturally go for the little things.”
In the end, the most important shift may come from recognizing that beauty and self-care don’t have to be defined by costs. As economic conditions change, so do the possibilities for finding what it means to look good and feel good on your own terms.