I’m thinking of giving up writing about clothes and catwalk shows and reviewing bra tops and yoga classes instead. The latest “in” look for abs; whose mat was in the front row – that sort of thing. What do you think? After nearly two decades as a fashion editor, I feel as though it’s a straightforward transfer of my skillset.
It’s time for me to jump ship because wellness is killing fashion. To be fair, it has had a good innings. For a hundred years, it has made billions of pounds out of selling us stuff that boosts our self-esteem/makes us feel more attractive/makes us appear richer and more successful. Stuff, though – that’s the problem. Fashion is stuff and stuff is, like, so 20th century. No one wants stuff any more. We want glowing skin and a 110-minute half-marathon time and inner peace and Michelin-starred kombucha instead. That’s what aspirational looks like in 2019. Wellness does exactly what fashion used to do, which is sell you a dream version of you, only it’s better for you and doesn’t create landfill. Game over.