While journalists, content writers, bloggers, editors and now YouTubers set out to prepare a content for the internet, do they give a thought to the fact that their audiences will only be people from economically better backgrounds of the society? Why is it that when we flip through magazines like Vogue, Grazia, or GQ, we only find brands and names that make expensive outfits, accessories, and jewellery? Why not some budget friendly stores that are accessible to the middle class as well?
For some time now, a few YouTubers like Komal Pandey and Sejal have made videos of affordable fashion from markets in Delhi like Sarojini Nagar, Janpath and Pallika Bazar. Their fashion vlogs feature budget-friendly fashion stores or markets where one can get branded outfits that might have been rejected at some point of time during their manufacturing process, now being sold at cheap rates. But these vlogs are rare.
Teenagers from low- or middle-income families are lured in by big brands and names. It has built an obsession, and had very bad consequences. Some of these teens become kleptomaniacs, thieves, and brand addicts. There is now a constant pressure to purchase branded material, whether it is as small as a ring, or décor for an entire room. I’m not talking about the ones who are financially well-equipped, spending their own hard-earned money on brands. I’m talking about those who become obsessed with brands and names that they are unable to afford, and even then, they spend their hard-earned money on brands rather than saving for the long run.
Many parents talk about how digital media has made their children and young-adults addicted to brands. It’s not the fault of digital media. It’s the fault of content creators who don’t figure out the consequences of catering only to the economically stable section of the society. Digital media has only made the brands visible to everyone around the globe.
If you require a simple white T-shirt, you can get one at ZARA, or you can get one at Sarojini as well. It all depends upon your income is, and how much branding your clothing requires. One should be a sustainable shopper, not a brand addict.