So, fate brought me back to Jakarta last week. Yeah, fate, business, whatever. The important thing is, by 9 AM on Sunday morning, I’ve already landed in the capital city, breathing the fresh air of consumerism. Lunch at Chopstix, book hunting at Kinokuniya EX, dinner at Chatterbox to finally attempting the so called midnight shopping spree at Debenhams Senayan City If you’re planning to do so, let me tell you something. Yes, the offer is abso-fashion-lutely tempting – where else would you find a couple of Matthew Williamson blouse for under 500 – but once you look at the loooooooooooooong – I don’t think I inserted enough O’s there – queueing line, you are so gonna give up. Anyway, it’s kinda an irony to see that in one corner of the city, people are queueing for kerosene while in another corner, a group of hedonistic society was actually lining up for the Debenhams buy-one-get-one offer.
Anyway, as I was enjoying a piece of heavenly dark chocolate brownies at Secret Recipe, a quote on one of the wall at the mall caught my attention. “Whoever said that money can’t buy happiness, simply didn’t know where to go shopping – Bo Derek.” Never thought I would say this before, but she’s absolutely genius. Don’t tell me you haven’t had a day where all the stress that you got at work completely vanished once you’re walking around the mall with the blue paper bags from Zara at one hand and a couple of huge shopping bags from Sogo at the other hand, maybe a little box of cakes and other delicacies from Starbucks in between. While it’s chic jeans or pretty blouse or sexy clutch that does it for us girls, it might be stylish ties, designer t-shirts, or even car accessories for you guys. This splurging habit has become a society thing, not just a girl thing.
I can’t really answer for sure if you asked me when exactly shopping becomes both a culture and a necessity for the urban society. Is it the gratification of consumerism itself – some might say that we’re as customers are actually being capitalized by the consumer industry – or is it the reshaping of human hierarchy of needs, we can’t really draw a line of definite explanation. But we do live in a world where society identifies its members from the products or services they consume, as some brands serve as status-enhancer and class identity. It’s the world of Dean and Deluca, BMW, Stuart Weitzmann, and Panerai. I’ve read the argument that relationships with a product or brand name are substitutes for healthy human relationships lacking in dysfunctional modern societies. I wouldn’t call our society dysfunctional, but I guess we are really experiencing a great deal of orientation in valuing human nature. We – allow me to generalize – are continuously included in a grading system that depict – genuinely or not – the value of our existence: the gap between A-average and C-average student in college and the gap between a Starbucks-coffee-cup-holding yuppy and homemade-brewed-coffee-mug-holding average Joe. As we were divided into classes between the smarts, the average, and the intellectually challenged in college, we then continue to be classified and divided throughout the rest of our lives, and now it’s by possession and lifestyle. We would not have such thing as the advertising industry if it weren’t for consumerism gratification, would we?
It’s sad, really, to see that we have actually fallen into this kind of society hegemony, in which you buy things not because you need them, but because they identify who you are. Don’t get me wrong, I still believe in style and fashion and hedonistic self-indulgence, but now I see it in a different way: do and buy things because they make you happy, not because they make people happy to see you. Buy Manolo if it makes you feel great, but never ever buy them just to make people say: I like you because you like Manolo. Are we really hollow and lacking of self-quality and personality that we need Manolo and Weitzmann to spell it for us? After all, when you’re dead, your tombstone will not read: Carrie, the Manolo lover, but it will read: Carrie, the loving friend and extraordinary woman.
So in the spirit of holiday and lots of THR and bonuses, I just would like to say: go buy, buy as many things as you want, but buy them because you like them, because you like to see yourselves in them, not to please others. And certainly, not to identify your very own existence with the brands.
No, I’m not suffering from hypothermia when I write this … but maybe I just bumped my head with something