A few days ago, my sister shared a post with me on Instagram telling how Payless ShoeSource once fooled fashion lovers by masquerading as a high-end fashion brand “Palessi”. For those who aren’t aware of this ruse, a few years back, Payless conjured up a fake designer, Bruno Palessi, and showcased his collection of (fake) luxury shoes to lure luxury fashion lovers. As expected, fashionistas flocked to the “grand opening” of the store and emptied their pockets brimming with a sense of fulfillment.

While Payless’s smart (some called it rude) marketing strategy became the talking point, I couldn’t help but wonder- Have shoppers relinquished the ability of sensible shopping for the sake of status? Is fashion relevant only if the word “luxury” is attached to it? Are people willing to let the “luxury fashion culture” overshadow their personal style?

If it is true then it wouldn’t be wrong to say that so-called fashion lovers do not essentially love fashion. In fact, they don’t understand fashion. They are in love with the idea of being seen flaunting pieces that can be categorized as “luxury fashion”.

Having said that, people who love luxury fashion in the literal sense make their purchases based on more relevant attributes of the product, like the quality of the raw material, make of the product, longevity, and resale value (if it is really a luxury buy). Moreover, over time, most luxury fashion lovers also develop an affinity and loyalty towards a handful of luxury brands (think of all the loyal clientele that ultra-luxury brands flaunt).

If someone has an eye for style, the price tag would be the last thing affecting their buying decision. They would not mind buying gorgeous shoes for as cheap as $40 or as expensive as $6000.

So, now, the question is- Are style and fashion really under the burden of the word “luxury”? Do people happily spend thousands on tacky pieces if they belong to a high-end fashion label?

Well, fortunately, not all associate fashion with price tags. At this point, I would love to mention the name of an Indian television actress and social media personality, Urfi Javed. If you don’t know her, Google her name, and you will understand how she owns fashion and style.

I always believe that style is personal, and Urfi never fails to fortify this firmly-held belief. Without any designer labels or luxury brands in her wardrobe, she has developed a unique and sartorial sense of style. Her fashion sense might be unrealistic at times, but it is devoid of all the shackles of labels and luxury. Most importantly, she owns every bit of it.

She wears what she loves and that is what style and fashion should be for everyone; something they own, they love, and they feel comfortable in, irrespective of who has designed it or how much it costs.

We all love buying luxury brands. Who would not want to hold a Dior saddle, wear a Chanel LBD, and step into Louboutin? But we should not purchase luxury brands just for the sake of it.

Once Yoon Ahn famously said, “Fashion is about self-expression, not status.”

Buy pieces that reflect and elevate your personal style. Liberate your shopping habits from the burden of "luxury." Shop for what you love and from where you love. And, if you wish to buy luxury, consider the quality, craftsmanship, and value of the item. Do not buy any product solely because it flaunts a hefty price tag.

Wouldn’t it be better to carry a gorgeous handbag from a home-grown brand than an ugly designer bag?

What are your thoughts on it? I would love to hear them.