When I first began studying the Business of Fashion I had to take a course called the Psychology of Fashion—I was less than enthused to take this because I’d never heard of it or considered that there was one, so I couldn’t fathom what it would be about. Years later I am still in awe of how many things we don’t even give an initial thought to that actually affect our daily operation.
Given the direction of my last article I wanted to spend some time talking about conspicuous consumption, which by definition, is considered expenditure on or consumption of luxuries on a lavish scale in an attempt to enhance one’s prestige. To simplify, buying specific items for the sole purpose of making yourself appear affluent – or more affluent– than you actually are. Most times these luxury goods are easier to identify— they are typically heavily branded, and have large, easily identifiable emblems. In many ways i understand the desire for these goods, you’re spending that much money on something, it should stand out right?
(Balenciaga tote, image via style.com)
Some of these shows of wealth are deeply cultural. Guyana has been known as the City of El Dorado – a tale which brought many an old world explorer to our shores in search of it. While this myth remains unproven, our gold is of the richest gold hue – this lent to the ongoing tale of a city of gold, and reinforced the import culturally of what we endearingly refer to as Guyana gold.
(Digital rendering of El Dorado via medium.com)
While silver may be more affordable, and white gold or other light options readily available, the status, wealth and meaning associated with gold outweighs those options by carats. It is tradition for one of the first gifts given to a newborn to be gold, whether it be a precursor to wealth, or the fact that it holds its value, or just plain superstition.
Growing up in Guyana, I have observed the buying & wearing habits of Guyanese when it comes to fine jewellery, and a gold chain, band, ring, or earrings is a must. Our love of gold is palpable, but are we using it strictly as a display of wealth or does our need to wear this rich mineral on our bodies hold a deeper cultural significance?
