Strolling along Calle Preciados in Madrid, Ortega y Gasset or the Parque Sur shopping centre during this Christmas period (excuse the navel-gazing of capital, but one talks about where one lives), one can feel like the secondary character of a video game, who acts automatically, without a soul and without the rest of the protagonists being aware of his presence.

Android souls in search of the right detail or sales to give at Christmas or treat yourself to that treat that you estimate at a bargain price. It is in this period that the force of purchases squeezes the pocket and grabs (or should) the conscience. Greenpeace has already warned once again of the waste caused by the up to 120,000 tons of used clothes that are exported after use, almost all of which correspond to those chains located on the other side of the world that offer trousers at 3 euros. Most of them end up in Africa and Asia and not exactly in the fate that many expect, that of the children of South Africa on whom they are tempted to vent their sense of guilt: "I buy and then we save the poor, so double check, what can go wrong."

The consumption of garments skyrockets at Christmas, in addition to Black Friday, this time slowed down slightly by the increase in inflation that does not let up in Europe. And it is precisely in this period when the need to turn around the way in which consumption spreads and in which we select our wardrobe to banish that mantra of "I have nothing to wear!" intensifies.

I recently showed a friend a suit I was planning to wear to an important event and she grabbed my arm to ask me in a bewildered voice how I could think of wearing back what I already used for another date and that I had shown on my social networks. Maybe three weeks had passed and we were talking about a black suit (the most neutral thing there is and with which, those who know me, know that I feel more comfortable) of very good quality, fitted and versatile from a French firm. The ideal set that goes beyond saving the ballot.

My response was spontaneous: "What I can't think of is to refrain from using it just because I've shown it on social media. If Queen Letizia repeats, what reason do I have not to do it?" He was silent for a few seconds and looked me in the eye (the process was real) and ended up telling me that he was absolutely right. To this day I still think that, even if she wore it, my friend hasn't fully followed this logic that she supported.


The Moda Re- cooperative, of Caritas, estimates that recycling rates are still low: only between 10 and 12% of the garments that have been used are reused, and that a large majority of Spaniards would like it to end up in the hands of "people in need", according to a survey by the OCU.

For one reason or another I know too many (?) people who have not found their own reconciliation with the wardrobe, and who are able to buy a garment in a mass consumption store just to go out that night or to show it on social networks, and then return it to the store with the label on, to the misfortune of those of us who come after us. Perhaps you are, like me, incapable of proceeding in this way because an unfair feeling of panic arises when you show up at the checkout to exchange a product; a remorse similar to the phantasmagorical one feels when one passes by the Guardia Civil and, suspecting that he has committed a crime, mentally reviews his last days.

It is the strength of the campaigns but, above all, the digital wave that drag an irrational consumption of garments, sometimes driven by that cursed word such as "trend" ('it's the opposite of the message of fashion'! Lorenzo Caprile claimed in a letter of opinion sent to YO DONA).

It doesn't mean that we can't have taste or the right when it comes to using certain temporary styles proposed by the big firms; It's about adapting these ideas to your own style, and not having others impose theirs on you. If cargo pants don't fit you, my friend, don't buy them, because they will be part of that stain that will end up in the Atacama Desert or in the Kenyan landfill of Dandora. That fashion is a model of expression, of life, of fun and escapism, that one likes to look good in a dress with shoulder pads or an accessory from BibiMarini, or Zara. The idea is to master the urge to buy everything new, everything latest, and ultimately everything you're told.


The fashion industry is beginning to make efforts to adapt to a more careful and circular consumption model, and those made-to-order garments are making a stomp: this is how Spanish designers and brands work, such as JCPajares, Duyos, Teresa Helbig, Alohas, Ecoalf, Cordera... And that promote platforms such as Vestiere Collective or showrooms such as EsFascinante... In addition to the companies that start manufacturing as a result of materials already used because, dear reader, there are plenty of them.

You can find here pieces that serve for multiple occasions, you just have to break that maniacal habit of dragging ourselves into collectivism, when even the international faces on the red carpet have launched themselves to repeat, even Paris Hilton herself, to put us out of proportion. Let us not be more papist than the Pope.

The revolutionary thing today is not to acquire the most eccentric garment. It's that they see you on social networks with the same model as two weeks ago.

Collectivism corrodes the human spirit, a provocative Ayn Rand said, so at this time of year one can expect to get off the track they draw out there to outline one's own. There are options, the only thing missing is for the generators of mass opinion, among which I include fashion communicators and editors, to assume these wardrobe dynamics by example to provide normality to the repeated wardrobe. Because, if the Queen does it, why can't you?

  • Christmas
  • Christmas Gifts
  • Black Friday
  • Sales
  • Queen Letizia