Why do we always covet something we don’t have in our lives, even though we do not necessarily need it? Have you ever wondered what is it that makes us so desirous of luxury? We may go by a small cozy chair that is just as comfortable as the expensive office seat, but we would rather prefer the later. We would rather prefer shopping in a mall and pay even thrice for the same quality we would get in a mediocre bazaar. Our brand involvement has increased tremendously, and every thing we buy has to be branded or otherwise is worthless. We have become indolently dependant upon quality that we forget the price that we have to pay for it. Has the infiltration of glamour changed our lifestyle so much that we need to reconsider our paradigm?
According to Encarta Dictionary; Glamour means exciting allure, expensive good looks and a spell. Considering the first definition, glamour is an irresistible alluring quality that somebody or something possesses by virtue of seeming much more exciting, romantic, or fashionable than ordinary people or things. Considering the second definition, glamour means striking physical good looks or sexual impact, especially when it is enhanced with highly fashionable clothes or makeup. Considering the third definition, glamour stands out for a magical spell or charm.
Of course, literally everyone knows in one way or the other what glamour is, but need was felt here to give proper definitions to argue further on their basis. As seen through the definitions glamour is largely used to glorify appearance, but what if appearance and reality are completely opposite things. Then, incontrovertibly, glamour in effect is used as a tool for mass deception. It indulges man in a trance, undermining his ability to judge the true value of things. It must be stressed here that looking good is no crime, but only looking good is.
Why have we become so inept that we are chasing something that we are never going to catch? If we do not realize the gravity of the problem, we will never be able to solve it. Stakes are high and urgent decisions are needed. In this post-normal world, where mass deception is common and outspread, if we do not realize the root of the problem that is facing us than we will undeniably will have to bear unimaginable repercussions. Why are we so obsessed with glamour? They paint ordinary things in different colors, and we become so involved in them. The things we own end up owing us. The things we don’t own allure us. And in this rush of life, we lose the trick.
What we do not perhaps understand is that glamour is not only restricted to fashion, but rather encompasses many aspects of our daily lives. Our entire lifestyles are set under the agenda of promoting glamour. Urbanization is endorsed under the guise of glamour. Big city life and high-rise buildings are seen as development. A person is judged primarily on the basis of the suit he wears in the office, and secondarily on his performance. Wearing a Rolex watch alleviates one’s position at work.
Needless to mention, glamour is widely promoted in the media. One particular movie “Confessions of a Shopaholic” can be discussed in this context. This is how the basic plot goes;
“A childhood memory begins the film, as Rebecca's mother buys her brown shoes that will last forever but aren't fashionable, while other girls get cute fashionable shoes. They laugh at her mundane shoes, and Rebecca feels unworthy. She sees a lady using a credit card and is fascinated by them, coveting one. Now, Rebecca Bloomwood (Isla Fisher), living with her best friend Suze Cleath-Stuart (Krysten Ritter), has moved to Manhattan to get involved in the New York City magazine world. She has several credit cards, and a shopping addiction. She's a journalist for a gardening magazine but her dream is to join the fashion magazine "Alette". Unfortunately, when Rebecca gets to her "Alette" interview the male receptionist informs her that the job has been filled by Alicia Billington. He advises her to join another of several other magazines owned by the corporation, Dantay West and make her way up to "Alette" since the company likes to promote from within. He tells her there are interviews being held at Successful Savings.
On the way to her second interview, she is distracted by a Denny & George sale, eventually buying a green scarf. Her credit card is declined and sale items cannot be held so Rebecca races to the nearest hot dog stand offering to buy all the hot dogs if the seller gives her back change in cash. Rebecca lies, saying its a gift for her sick Aunt Ermintrude. Finally a man offers her $20. When she interviews with Luke Brandon (Hugh Dancy), the editor of Successful Saving, she realises he is the man from who loaned her $20. Whilst he talks on the phone, she hides her scarf in a cubicle outside his office. The interview doesn't go well, when he asks her why she chose to learn Finnish fluently and about the current fiscal crisis. She tries to distract him without any success. Luke's assistant Hayley comes into the room and tells Rebecca that she dropped her scarf. Rebecca knows her game is up and leaves the interview.
Frustrated by her lack of success, she and Suze write drunken letters to Alette and Successful Saving, but she posts each to the wrong magazine. Nevertheless, Luke Brandon hires her. Then, rather than completing a work assignment, she goes to a clothing sale. When examining an expensive cashmere coat, it gives her inspiration for her column, calling herself "the Girl in the Green Scarf". Impressed Luke invites her to a conference in Miami and an important ball. At a restaurant Alicia (Leslie Bibb), asks Luke to the ball, leaving Rebecca feeling dejected. In Miami, Rebecca says her credit collector, Derek Smeath is actually her stalker when he attempts to reach her throughout the film.
Rebecca returns home to confrontations with Smeath, so her roommate Suze makes her join Shopaholics Anonymous. The class leader, Miss Korch (Wendie Malick), forces her to sell all the clothes she just bought, including her maid of honor dress for Suze's wedding and a dress she purchased for a TV show interview for her now famous columns as "The Girl in the Green Scarf". She offers to buy back both dresses from the charity store she was forced to donate to, but can only afford one, and chooses the TV interview dress. During her live TV interview, Rebecca is publicly outed and accused of not paying her debts by Derek Smeath, and consequently loses her job.Luke also breaks up with her after he finds out that she lied to him this whole time. Suze is also angry when she finds out that Rebecca sold her bridesmaid dress, and doesn't let her back into the apartment.
Rebecca is then back at her parents house when Allette herself appears to offer her a position at the fashion magazine as a new columnist, writing about bargain sales. While this had been Rebecca's initial plan, she says that she'd be making another mistake by influencing women to keep shopping for high-end clothes. She rejects the offer, and then decides to sell most of her wardrobe in an auction-style format to pay off her debts.
Rebecca sells all her clothes in the sale, but hesitates over the green scarf during the auction. A blond woman and a telephone bidder begin a bidding war over the scarf. The auction is a success, making it possible for her to repay all of her debts. Rebecca then gives her payment to her credit collector Derek Smeath, paying it all in change by leaving hundreds of jars in his office. Rebecca then attends Suze's wedding, after reclaiming her bridesmaid dress from the homeless woman who had subsequently gotten it from the charity store. Suze forgives her and lets her be the maid of honor again. Rebecca and Luke meet again, and Luke returns the green scarf after revealing that he was the person behind both bidders at the auction. Rebecca ends up working for Luke's new magazine, writing her first column titled "Confessions of a Shopaholic".” [1]
The infusion of glamour in our lives is largely due to the emergence of brands in the hundreds of millions. Corporations have become living, breathing persons. Glamour is not merely an air of compelling charm, romance, and excitement but rather a delusive alluring aura of hell. It makes one adore luxury to the extent that one would go to any extent for that. One is compelled by the its fragrance leading him to forget the price that is paid. You don’t get a Rolex out of nowhere. You don’t get a diamond-studded necklace out of thin air. Some people apparently had to pay the price for it, and be it their life. Those who are living with a lavish lifestyle, in luxurious houses, cars, spas, bars and clubs; should know that a lot of blood was spilled just to get you those things. Your luxury is a result of their sacrifice. Their lives have to be sacrificed for you to get even a normal suit. That is how the system works.
Right now while you are driving a Ferrari, child labor in Africa is in the flow to get the raw materials. Right now while you are sitting tight in your sofa eating a pizza, farmers in the third world are working hard to produce enough to keep something for their family while giving the rest away for usage by transnational corporations. While you are dressing up for a party with a diamond necklace, know that lives were enslaved to harvest those diamonds for you. While you are enjoying a beautiful sunset on your rocking chair, know that that its wood was cut by men who got negligible wage for it.
The things you own have been snatched from others and given to you, just because you can pay for them. That is what these corporations do. They put their brand name on stolen material, re-style it and give it to you, while the real owner doesn’t get more than a penny. Everything comes at a price. There is no such thing as free lunch. The elite are enslaving both the rich and the poor but by different means. They enchain the poor by oppression and the rich by making them so deeply involved in materialism.
What needs to be understood is that quality is someone everyone likes. But what one doesn’t understand is that quality comes at a price. Also, the problem is when one gets so deeply involved in materialistic possessions that he starts flaunting about them.
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Reference:
[1] http://en.wikipedia.org/wiki/Confessions_of_a_Shopaholic_%28film%29
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