Throughout time, we have given value to the objects around us to establish some kind of order within the context we live in. Aztecs used cocoa beans as currency, but now we use these beans to make mocha frappuccinos and all kinds of sugar-loaded desserts.
In the 80s popular show Alf, the adorably silly alien adopted by a family in the suburbs stated that on his planet, foam was the most valuable element, almost like gold on planet Earth.
When it comes to fashion, there are different variables that can determine its value. This value might also change over time, and it might not be the same from one person to another. For instance, the wedding dress of a bride is beyond special for her, but is it really worth something for her teenage nephew obsessed with gaming, and Formula 1?
It’s limitedness
Capsule collections that are ephemeral and have only one launch are very successful because they create a sense of urgency and presses the buyer to buy immediately. There is no end-of-season clearance, no time to wait or think about it. A lot of these collections are usually sold out within hours if not minutes because being able to carry an item from a limited capsule collection means not just that you purchased an item, but that you were lucky enough to end up getting an item from this collection.
The Fendi and Marc Jacobs collaboration in 2023 was visually very strong, with the identity of both brands very present. The element of limitation and that there was only one launch and one moment in time when these products were available for purchase, makes these products so valuable, rare, and desired for fashion collectors today.
The story attached to the dress
Some of the dresses that have been auctioned for the most money in recent history have been worn by Marilyn Monroe. Although the dresses are very well made, with materials such as silk, or pleated acetate in the case of the famously known white dress, the value of these dresses comes predominantly from the muse who carried the dresses rather than the dress itself.
The reputation and admiration that people have on the person who wears the dress very much influence how much the price of the dress is worth. Princess Diana, for instance, is a worldwide known name that continues to be studied and remembered as a charismatic, beloved and charming public figure. In 2023. Kim Kardashian bought the Attalah cross pendant worn on several occasions by Princess Diana. Kardashian purchased the piece in an auction for £163,800 (about $212,000).
Princess Diana’s cross necklace has an elaborate gold, silver diamond and amethyst pendant. But Princess Diana’s presence around the necklace makes the piece even more valuable.
It’s rareness
There is an interesting long-term movement happening in the fashion industry, where young consumers are seeking more niche brands, secondhand stores, and local boutiques rather than the malls that were their go-to destination in the 2000s. The reason why is that there is an interest to find clothes that are special, that stand out, that are not mass produced and available across the country, but more of intricate clothing that speaks to the individual journey that each individual person has.
The value of awareness, it’s hard to measure, because there can be items that aren’t popular and particularly wanted by a group of people, but there could also be items that were successful at their time, but are no longer wanted nor attractive to consumers at this moment in time.
It’s sustainable properties
Products that are truly sustainable will not be cheap. There is an entire system constructed around ethic processes that must be followed across the entire process of fashion production —from doing research and gathering inspiration to designing a garment, to then producing sewing selling, and distributing. There are only a few brands that are able to manage this consistency across all areas of their operations. Stella McCartney, for instance, manages her own farms and works directly with specific partners to ensure that the organic wool that they produce, is actually done in an organic manner, with no animal cruelty, no chemical intervention in the dying processes, and an organic thriving environment and well-being for the sheep. But every material is a different process, so the faux fur that McCartney produces for coats and is based on corn waste with 100% biodegradable properties, requires another process. The sustainable process and thoroughness that is required to research, practice, experiment, and maintain quality standards for these products elevates the monetary price of the final item.
Can get it today but maybe not tomorrow?
There is an interesting irony happening when we speak about the value of fast fashion. On one hand, corporations work to make the cost of production as low as possible, decisions that go from material selection to die process to country of production and seam finishes altogether influence, the quality of the product and the retail price of the product. On the other hand, as many of these collections are dropped in limited amounts, with many of these corporations dropping new items as frequently as once per week, there is a sense of urgency that consumers feel when visiting their website or entering the store.
A need to value our clothes
Before the Industrial Revolution, the production of clothing was significantly more expensive. Starting from scratch an entire dress was only available for the wealthiest — and even within the aristocracy, adjusting clothes from one generation to another was very common. The value of the clothes, the history of the fabrics, and the recognition of the work that went behind the production of each garment made families value each piece of clothing they own. It is perhaps that sense of value what is needed in order to truly accomplish a sustainable fashion lifestyle. Some fashion designers, are exploring the concept of multifunctionality in each garment to sell the idea to customers that a piece of clothing can be seen in different ways whether that is a jacket that can be worn in more than one way, or adding facings and adjustments that can be added to the garment in order to make it look different. These are significant properties in today’s hyper-visual world where fashion seems to be a disposable visual item that many people wear for one or two specific occasions without giving you the opportunity to be styled for a variety of occasions.
Make the cut contestant Gary Graham designed this denim jacket for Levi’s that can be worn in two different ways.
It is true that in today’s world fashion is more accessible for a lot of people, with prices going low because the ethical standards of production continue going lower and lower. But if we want to have a an impactful, respectful, authentic relationship with ourselves through our clothes, we must begin to give each piece of clothing it’s value; whether that is because it comes in our favorite color, or because we have made special memories with it.
How much do we value our clothes? The answer has nothing to do with how much they cost or the label attached to them —it has to do with our sensitiveness, or lack of it, around the idea that each piece of clothing represents a sum of work, jobs, and values that were brought together to present a final product. Clothing is valuable if we decide that it is. What will it take or how long will it take for us to give value to the clothes we wear?
