There is nothing original about mass produced products in the 21st century. Western U's campus is essentially Masonville mall's lookbook, this is especially evident every fall on campus. Lululemon, Aritzia, NorthFace and Hunter are a few brands with an omnipresence on campus. These are the places or brands of choice for those who can afford them or who chose to spend their OSAP on them. There seems to be a contentment even a relaxed confidence with wearing these brands. A prime example being Lululemon. What started out as exercise gear has become a staple for wardrobes that signify more than the 'I can afford it,' status. The clothing denotes a symbol of fitness essentially equating the logo with fit, exercise inclined women. Not to mention it draws attention to parts you may be particularly proud of, or you may be unaware that the Lululemon leggings do not reflect everyones bodies equally. There is pressure to succumb to the marketing persuasions and the promise of status associated with these items and brands. Whether or not we chose to acknowledge them is our own prerogative.
It goes farther than just simply brands. It's a particular style, especially noticeable I believe in fall that is consistent across both men and women. Over the past four years at Western U, not much as changed in the fall outerwear department. The same olive green military jackets, combat boots (granted more colours available then four years ago), Hunters, knitted sweaters, motorcycle jackets and lest we forget leggings, have a campus ubiquity which both blends in and yet is starkly evident when observing groups. This can be attributed to the limited selections available in London with Masonville and White Oaks being the primary locations accessible within a reasonable distance from campus. It can be said that lower end stores mimic the higher end fashion trends, piggybacking on the successful draw of styles by Artizia and Zara. Making styles affordable to anyone. It's a perfect environment to grow a campus conformity or rather uniformity. Whether or not it is a conscious choice or an unavoidable one it is particularly evident this fall season. Unfortunately I am out of luck when it comes to an olive green jacket and combat boots, fortunately or unfortunately for my individualism and bank account the mall is right across the street. I personally don't mind the uniformity, saves me the stress of having to be original.
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MeganMulti-media journalist with an unstoppable curiosity. Archives
May 2017
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