Monday, August 31, 2009

finally feeling lucky

i have been a reader of lucky magazine from the beginning. i knew that a magazine that bills itself as a magazine about shopping was right up my alley. for a few years a relished every issue. i found the articles interesting, the point of view fresh and the immense amount of photos, descriptions and suggestions welcome. however, in the past couple of years, lucky has lost it's luster. each issue has become more and more contrived. the editor's seem hell bent on making this magazine appeal to fewer and fewer people. i understand that i am inching my way out of the primary demographic by growing older and more sensible(it burns!), however i do feel that if a magazine is truly about shopping and the art thereof, more eternal truths about shopping should included in the expanse of the publication that apply to everyone, and not just to very skinny, tall, willowy, wealthy 20 year olds with no jobs, no children and no responsibilities. how can a magazine continue to be profitable when it only appeals to less than 1% of the population?
that being said, the september 2009 issue of lucky has been the best in years. however, it is not soley due to the genius of the lucky staff. the credit lies in the companies advertising the in magazine. so many retailers have been so hard hit by the recession, they are actually spending their coin on creating clothing lines that are versatile and wearable as well as affordable. a revelation!!! some of the best were from Kmart(gasp, so fantastic, very pleased), dillard's, macy's, forever 21, charlotte russe, payless shoes, target and the gap(really, the gap sells denim?).
lucky is slowing making strides towards this same conclusion. while many pages are filled with ridiculously priced items, more and more features are aimed at true bargain shopping. in prior editions many of their bargain pages only contained 5 or fewer items. or if they were pushing a feature on "everything under $100!", the items under $100 were going for about $99.95. pretension and exclusivity were key to their marketing strategy. that only works for a while as those of us who have been excluded or overlooked start looking elsewhere to meet out fashion needs. money speaks louder than words. frankly, lucky left me feeling unlucky.
i'll be the first one to say that i LOVE looking at $400 pair of leather stuart weitzman shoes. or a completely unreasonable cashmere ralph lauren scarf for $342 can make me swoon. fashion is supposed to be a touch ridiculous, it's a form of personal expression. however, not everything is a splurge-worthy. as fashion maven sarah jessica parker said at the launch of her own budget dave and barry's line, "fashion is a right, not a luxury". she's right. she's so right, she even had t-shirts emblazoned with that saying.

my very favorite ad from the september 2009 issue was from ann taylor loft. i was on the verge of tears when my eyes absorbed it's fashion goodness. simple. wearable. layerable. understated. and lots of gray. that will always win me over. the clothing is versatile and the ad a whole is a recipe of how to style your fall wardrobe. many of the items may look like things you already own. what makes this ad so special is how it subtley updates the classic look with a few trendy splashes. enticing women to spend because the things are in reach and won't destroy and entire paycheck or condemn your family to a month of pancakes and ramen.
for example, this is how females over the age of 16 should be wearing their jeans. skinny jeans are a great trend, but being realistic to your body type is more important. instead of a skinny jean, try a long straight leg with some stretch in a dark wash. anything too skinny will emphasize hip to ankle ratio rather than emphasizing beautiful curves. nobody wants to be an inverted triangle, looking like an overstuffed box perched on top of a broom.

love the shoes: wedges are my fave. they give neccesary height and elongation but don't take away balance.
love the boots: sophisticated and elegant.
love the hobo bag: the shape is reminiscent of 80s fashion without screaming molly ringwald.
love the sleevless drapey sweater: this one piece can update so many items you already own.
love the white blouse: really, do i even need to expound upon the obvious?
love the purple: autumnal but not drab. especially with the brown and gray combo!!!
love the hem options: the same cut of pants, worn so many ways, cuffed, cropped, tucked and out.

hurray for you ann taylor loft. hurray for you!!!

5 comments:

Carie said...

I just really have so much to learn from you.

Becca said...

gray, shmay. i can't wait for fashion to move onto its next "in" color. that said, when i finally get some money saved up to replace my growing larger by the minute (as in the clothing size is getting too big) wardrobe, i am taking you with me.

Jeppson Clan said...

you should write to lucky magazine. heck you should be one of the writers FOR lucky magazine!

Will and Natalie Giddens said...

I love you! Reading your posts (especially this one - so well written) is like fashion for words.

And gray. I love gray! And purple. Together! I'm excited to get some new threads this season. You will definitely be kept up to date on my choices.

PS - Seriously, you need your own column in a major magazine. I might work on that for you. "Come read my friend Heidi's blog! She's really awesome and cool. Can she write for your magazine?" You think that'll work?

Livin' Single said...

this was fantastic and refreshing. thank you for stating what so many of us already feel--shopping should be thrilling and fun, not a punishment and a future promissory note. the other day, i was in a store and a lady was applying for a credit card WHILE purchasing tons of clothes WHILE explaining to the other people in line that she and her husband were about to file for bankruptcy. well, that's just plain stupid and doesn't have a ton to do with what you wrote, i just think that we as people have to shop smarter and vocally appreciate when we see our favorite lines becoming more accessible. so kudos to you. you are great.