Dalene Fourie

I’ve recently been spending a lot of time on Net-a-Porter, ostensibly because I’m doing research on successful E-commerce sites, but more importantly to add to my competitively populated Pinterest boards. Eitherway, I know that its dangerous to make sweeping statements like the one I’m about to make, but this has to be one of the most interactive, conclusive and interesting sites online.

Speaking from experience, as a member of a disadvantaged generation, a generation in which you are not simply handed a job with a retirement fund and medical aid. A generation of university graduates, who have been forced to work outside of their chosen fields most probably at one point or another winding up as a cater waiter or video store assistant trying to make some money while working as an intern for next to nothing for companies that don’t have the money to pay them. Welcome to the recession.

The iconic Vogue editor, Diana Vreeland is famously known for describing her role in creating style concepts as an “American woman who stands out there naked waiting for me to tell her what to wear.” Though this statement might have been true in the 1960’s, it’s just not the case anymore. In fact, I imagine the modern, Internet savvy, professional woman discreetly turning up her nose at the idea of someone prescribing her style. The fashion world is turning to the consumer for ideas.