The shopping rules

They say you should never shop for food when hungry or shop for shoes when emotionally unstable. But since this is precisely what women do all time, I figured it would be nice to share with you a few more realistic shopping rules.

1. If you go shopping in department stores or on the high street, do it on Monday. If you can go in the morning, that’s even better. Mondays are usually quieter and that’s also when they bring new garments in stores. For Chanel though this rules don’t apply, just go anytime. 

2. Avoid the places where you have all the shops together and where most people go. For example, if you live in London, just say no to Oxford St or shopping malls such as Westfield. You wanna go to H&M? There’s a small one that stocks special picks in Selfridges. Looking for some Zara basics? Go to the on near Harvey Nichols. If you choose shops that are not on the same street, you really make shopping your cardio.

3. Learn when to to buy different things: don’t go for shoes after a long day of walking, don’t buy lingerie when your PMS is at its pick and never ever shop while carrying your big bag with a laptop and 3 Moleskine notebooks in it.

4. Know your size very well so you can shop online. And even if you prefer to see and touch the clothes before purchasing, get into the habit of using apps for searching various items, save your favourites and then go straight where they have them instead of wasting time looking for the perfect cashmere sweater. One of the apps I love is ShopStyle- you can shop for everything from beauty products to shoes, clothes and home stuff. Vogue Stylist is another great one. Just lovely.

5. Beware of sales. I rarely go shopping when everything is on sale because I just can’t deal with the madness. Shopping becomes a traumatising experience and women are at their worst when fighting for the last discounted skirt. Moreover, you’ll notice that most of the things you bought on sale weren’t smart investments and will end up at the bottom of your closet. The way to stay safe during sales is to buy only things that you really need and classic pieces or basics. Don’t ever buy anything trendy- there’s a reason why it got discounted during the mid-season sale. Also, sales are a good time to look at clothes you wouldn’t normally afford. Don’t be greedy and get 10 Thopshop shirts just because they are £5 each. You could buy a nice Acne one instead. 

6. Probably the most important rule is to know in what to invest and what to buy cheaper.

Lingerie- you can get away with cute, %100 cotton underwear that doesn’t have to be La Perla. Spend more on bras and get them from brands that only make lingerie.

Basics- such as t-shirts, cotton shirts, leggings, socks, pyjamas, and gym equipment don’t have to be fancy or cost a fortune. As long as the fabric is good quality, there’s plenty of good stuff at H&M, Uniqlo, Topshop or Zara. 

Jeans- brands that make jeans. In other words, Levi’s, 7 for all Mankind, Diesel, Lee, Miss Sixty, G-Star, Calvin Klein. Forget about the Topshop jeggings- they are hideous. 

Trousers- invest in wool or cotton ones and go for classic cuts that fit perfectly. That means you have to spend a little more although sometimes Gap does really lovely affordable models.

Shirts, t-shirts, blouses and knits- as mentioned before, you can save on bascis and spend more on evening lace or sequined tops or cashmere sweaters. 

Dresses- there are no rules here. You can spend a fortune on a haute couture gown and also have pretty dresses that you found at a Sunday market and cost nothing.

Outwear- never underestimate the importance of a good quality coat or jacket. Invest in classic cuts and shapes and have at least one trench, one woollen coat and one fur jacket. Just sayin’.

Shoes- boots and shoes should always be an investment. You don’t have to be so strict with flat summer sandals or rain boots. As long as your feet are confortable, that’s all that matters.

Bags- same with dresses, can have 10 Chloe bags as well as cute totes or purses from vintage shops or high street brands.

Accessories- diamonds may be a girl’s best friend but sometimes Topshop or Accessorize can provide you with equally good friends. Only a lot less expensive.

7. The vintage dilemma. I for one am not a huge fan of vintage. I love old jewelry or rare accessories but I would never wear someone else’s shoes. They could be Dior. There are of course, very expensive vintage shops where you can find amazing haute couture pieces but you need to develop a really good eye and know what’s worth spending on and what is just grandma’s old stuff.

8. Don’t be boring. It’s easy to always go shopping in the same places, this way you never fail. But you don’t discover anything new or exciting either. In one of my previous posts I mentioned Notting Hill and Shoreditch.  These are amazing treasure troves in London where you can find small, boutique shops that sell unique pieces. Always explore your city and have your little secret places where you go for those special gloves of yours or those gorgeous earrings. 

9. Explore other cities as well. When in Paris, forget about Avenue Montaigne or Lafayette. Wandering the streets of my favourite city in the world I have discovered the most exquisite little shops around Rivoli and I always go there for shoes and boots. There’s a whole chapter in Parisian Chic filled with tips on where to shop like a true parisian. Get reading. 

10. Get tips from experts. Follow Liberty Girl London, Bargainista Fashionista, Susie Bubble, Hanneli, Style by Kling and A cup of Jo.  These lovely girls know everything that’s worth knowing, trust me. 

Trends

Fashion week is now over and I think this is the right time to talk about trends. Not necessarily the ones for S/S 2012 but how we deal with them in general. When I was about 15 I used to only wear trendy clothes and throw them away after a season. This is a terrible habit and fortunately I grew up an realised stylish women never do that. First of all they have a personal style that can’t be changed with trends and they stick with whatever suits them best. The real fashionistas only buy a few key pieces every season in order to add trendy elements to their wardrobe but always look for the timeless coats, boots or bags. 

The first thing you should know when it comes to trends is how to read them. Always check the online style bible in order to watch new collections and all your favourite designers. It’s good to get used to them all and then pick 5 to 10 designers that you feel represent your style and take inspiration from their work. Some people have a gift for trend forecasting and are always one step ahead but luckily for you, all fashion magazines, sites and blogs do trend reports so you can see what colours, shapes, fabrics or themes define a new season. If you stick with the good quality magazines like Vogue, Harper’s Bazaar  and Elle,  there’s no way of getting it wrong.

One of the biggest mistakes you could make is try ro wear ALL the trends. It is impossible for every designer’s fantasy to suit your lifestyle, body shape or taste. Don’t become the slave of trends and learn to adjust everything in order to make it perfect for you. I, for one have never been a huge fan of minimalist clothes because I don’t have that super androgynous body and I need skirts, dresses or trousers that will flatter my feminine shapes. If you always try new things and work out what makes you look fantastic and what doesn’t, you will know in an instant which trends to adopt and which ones to stay away from. I for example, look more at French and Italian designers rather than British because I prefer their elegant, glamorous and more poetic creations. 

What always helped me choose the right clothes was having ‘the book’. This is a file I create every season and add magazine clippings, my favourite looks from different collections, key accessories or even not so wearable looks that I use as inspiration when thinking of my own outfits. I also go to the book whenever I find myself staring at my clothes and not being able to pull a decent outfit because I am having a bad day. But the book serves me the best when I need to go shopping. I actually never shop without flipping through it and remembering that no matter how much I adore flare trousers and no matter how trendy they are, I am only 5’4”. 

And if you shop on the high street never buy clothes that are copied from runway shows because they will always look cheap. The best thing to do is search for those garments that are only inspired from a designer’s collection and remember that certain clothes are only made for high street and therefore will never be good quality or even trendy.  

Here are some bits from my A/W 2011 book:

Style hors d’oeuvre

If you don’t own this book, I urge you to buy it. I got my copy from Il Corso Como in Milan so there’s no way you can’t find it pretty much anywhere. Not to mention on Amazon. Parisian Chic is the best introduction into the world of timeless, effortless elegance and le vrai simple. You will finish reading it in less than two hours but you can always come back to certain parts like the ones I’ve shared below. Know these and you’re safe.

We all want to possess the French nonchalance, ease and good state. Truth is, it takes effort and time. However, as long as you don’t simply copy outfits and looks but rather try to understand the logic behind the way French women dress, chances are you will get to wear a slouchy Isabel Marant jumper with a pair of cropped black trousers, a big cashmere scarf and not only look, but actually feel as one of them. 

Oh, and yes, you will kiss matchy matchy outfits goodbye. I am pretty convinced that no one matches their bags with shoes anymore, however, you’d be surprised to see how many women still match tights with belts and skirts with bags.

I usually notice how they pick two or three colours and match everything in their outfit accordingly: brown boots, blue tights, brown dress, blue belt, blue bag, brown coat and of course blue and brown accessories.  Not only this is boring but it’s something four years old girls do when they’re obsessed with pink and purple and look like pretty cupcakes. If you don’t feel confident enough to spice things up a little or go for clashing prints, you can still be a cupcake. But a stylish one. That is pick a single colour and work with different shades. Voila:

Here are some of the women who never make faux pas (in no particular order):

Carine Roitfeld and her daughter Julia
Emmanuelle Alt
Phoebe Philo
Anna
Grace Coddington
Tilda Swinton
Kate
Diane Kruger
Carey Mulligan
Michelle Obama
Natalia Vodianova
Caroline Sieber
Charlotte Gainsbourg
SJP
Daphne Guinness
Andrea Dellal
Elisa Sednaoui
Marion Cotillard
Alexa 
Shala Monroque

However, it has been quite a long time since I got into the habit of constantly keeping an eye on The Sartorialist and Jak & Jill. That’s because no matter how stylish those famous femmes mentioned above are, it always feels so much better to see unknown women who are different and pull off magnificent outfits. So when in doubt, wander (virtually) the streets of Milan, Paris or Florence for inspiration and you will be amazed to discover how many real, ‘ordinary’ women still make the effort to be lovely.

(The Sartorialist- on the street, Milan, 26 July 2011)

When it comes to high street shopping, I would split it in two: high street and upper high street. Shops such as H&M, Zara, Acne, Cos and Whistles fall in the first category. Don’t even ask why. Just go there for affordable basics. These are the only ones I trust because I have always found what I was looking for. If you wonder why didn’t I mention Topshop, well that’s because shopping there is a traumatising experience. Huge shops tire me and having to resist the maddening crowds of teenagers hunting for the latest trendy pieces is just not for me. I prefer smaller shops where I can actually enjoy looking at clothes and trying them on. As for upper high street, Zadig & Voltaire, Carven, The Kooples, Vanessa Bruno, A.P.C, Aubin & Wills, Comptoir Des Cotonniers, Theory or Agnes B are always very good choices. In Parisian Chic you are going to find a lot of interesting places to explore especially in Paris (and online as well) but since I live in London, I feel more comfortable talking about my own discoveries. If you are looking for hidden amazing boutique shops or smaller concept stores try Shoreditch- Redchurch street and around Brick Lane  or Notting Hill/ Westbourne Grove. Pricey as they are, you are going to find incredibly beautiful and unique pieces. For starters, I think these suggestions should be enough. I will, of course, share more about my favourite places and where to go for specific things- lingerie, accessories, vintage, shoes and..chocolate. 

Bon Appetit :)