The Materialist : Lauren Sherman

Lauren Sherman, of Puck and The Fashion People podcast, knows exactly how the fashion trick works.

She understands the margins, the mythology and the machinery that turns a jacket into an object of desire. Amazingly, the trick still works on her.

The most recent object to break through her professional defenses was a Chanel jacket from Matthieu Blazy’s first collection. Lauren wanted it since she saw it on the runway. When she finally tried it on, it connected her to the 13-year-old in Pittsburgh who dreamed of becoming a fashion journalist and covering the shows in Paris.

“That jacket is what I imagined I would wear if I was a fashion journalist as a grownup,” she tells me.

It wasn’t just a jacket. It was proof that she had become the person she once imagined wearing it.

Lauren’s fashion education started early. Her parents met while working at a denim store in Columbus, where they also served as buyers. Her mother loved Halston and Calvin Klein; both parents loved Ralph Lauren. Lauren remembers staging photographs of herself in a leotard and red tights, what she wore on the first day of first grade and the exact color combinations that excited her as a child.

Brands entered the picture almost as quickly. Lauren grew up without much money and remembers her mother declaring that the Gap was too expensive, even though a similar outfit from TJ Maxx might have cost just as much. In high school, she bought a fake Kate Spade bag on eBay before anyone around her knew what Kate Spade was. She ordered clothes from the J.Crew catalog and arrived at school in a sweater and tweed cargo pants, prompting her classmates to tell her she looked like she was in college.

Long before she wrote about the business of fashion, Lauren understood that clothes could make you appear older, richer, cooler—or simply like someone who knew something other people didn’t.

After college, she moved to London to work for Quintessentially, the concierge service for the extremely wealthy. There, she encountered a class system far more explicit than the American version. Money could buy the country house and the impossible restaurant reservation, but it could not fix the wrong accent. At the same time, some of the richest people she met wore inexpensive clothes. As I put it, theirs was the world of a 19-pound shirt and a 19,000-acre estate.

Seeing how luxury worked from the inside did not cure Lauren of wanting things. If anything, it made her numb to extraordinary prices. She knows buying a Chanel jacket is a slightly crazy thing to do, but she can also make the case: adjust the price for inflation, buy only a few things each year and keep them forever. Voilà—practically responsible.

What knowledge has changed is her threshold. She still loves shopping, but she wants fewer, better things: the perfect sandal, the perfect button-down, the perfect black dress.

Her disinterest in fast fashion is not, she readily admits, primarily an ethical position. Once you understand how many copies of something exist, it becomes less exciting. Seeing the machinery has not eliminated her materialism. It has simply made the machinery work harder.