When Your Fantasy-Self Steals Your Summer Vacation (And Your Closet)
I love summer and I love summer fashion. It’s my favorite season to get dressed.
Maybe it’s because I’m an August baby and so the summer automatically comes with positive poolside birthday party associations. Maybe it’s because I now live in San Francisco, where summer barely exists and I long for the feeling of heat on my skin. Or, maybe it’s because summer so often presents a big fat reason to shop: a summer vacation.
A lot of shopping is driven by aspirations of your fantasy-self…and, what is more fantasy inducing than imagining yourself totally free of your daily responsibilities, sunning yourself in some exotic location? It’s rare to have an actual occasion where you’ll be doing things completely out of your norm - and, it’s easy to make the quick jump to imagining yourself as a completely different person. Vacation me IS a different me!
Heck, the capital-F Fashion Industry has even turned this idea into a whole season! “Resort” isn’t dictated by the movement of the earth relative to the sun, but instead simply an idea of what we should be wearing while we all lounge in some far-off locale, completely separate from the rest of our wardrobes.
And so, what does “resort” fashion offer us? Crochet pants. Breezy transparent caftans. More bikinis than you can ever imagine.
The problem? Well, it’s the same one that always emerges when we shop for our fantasy-self: you risk amassing a closet full of clothes that don’t actually serve the real you. This is a huge source of the oh-so-common “closet full of clothes but nothing to wear” conundrum.
To be super clear about it: I (and, by extension, Indyx) am not anti-shopping! Adding new pieces to your wardrobe is a natural thing to do. We evolve. We have new needs. And sometimes, we just want something new to spice things up. You are allowed to shop for summer! What I strongly discourage - both for its impact on the planet but also its impact on your satisfaction with your closet - is buying for your fantasy self. And my point here is that “vacation shopping” is a huge fantasy self trigger.
So, what to do instead? Your vacation might be the prompt for you to shop for summer pieces. But don’t let it dictate which summer pieces you buy. Continue as always to buy for the real you. The real you in hot weather.
I’ll share one of my own mistakes.
Last summer, I had a dream trip to the South-of-France. Think: dry and hot, in the countryside. Striped towels by a light blue pool surrounded by a garden full of lavender and buzzing bees. Ripe tomatoes bought from a small-town market. Imagining myself within this ‘aesthetic’, I bought this floaty, milkmaid-y coverup dress in black. Did I enjoy wearing it in France? Sure. But, how do I feel trying to wear it on even the hottest day here in San Francisco? A little ridiculous. It is a costume for a certain time and place.
A similar purchase I made for that same trip was this much simpler, more streamlined black silk-blend ribbed dress. Did it give me good vibes on the trip? Yes. Have I worn it since? Yes! I wore it just this week because it fits in completely with my real life and real style back home, too.
Both are black dresses. One was for my fantasy-self, conforming to the specific imagined aesthetic of the place I was visiting for two weeks. The other was a dress that is still “me” regardless of where in the world I am.
So, when shopping for your vacation I encourage you to ask one simple question: can I imagine myself wearing this at home, too? How? When? Upload it to your Indyx wardrobe and outfit with it. Would I wear this to the grocery store? Would I wear it to dinner with friends? A trip to the park? Make sure it fits in with your at-home style and at-home occasions.
Your real self will thank you later.
Devon is a co-founder of Indyx and currently leads Growth for the company from San Francisco. She enjoys admiring other people’s gardens and sleeping in with her French Bulldog, Reggie.
Without the help of the a wardrobe app, we’ve all stood in front of our closets feeling totally uninspired and struggling to find the right outfit.
But what if there was another way? Imagine if you had a scrollable digital wardrobe that helped you get dressed every morning - just like Cher in the iconic 90’s movie, “Clueless”! That dream is now a reality, and you can now have your very own Clueless wardrobe - or perhaps we should say, not-so-Clueless wardrobe!
Let’s break down how wardrobe apps work, how they make your life easier, and compare options so that you can find the best wardrobe app for you.
Where styling your friends fits into our big picture
Today, we released the first-ever wardrobe report (that we know of!) based on real, aggregated closet data. It’s backed by tens of thousands of real digital closets and over 10 million (!) digitized items on Indyx.
No recall bias. No guesswork. Just actual tracked behavior: what we’re wearing, what we’re not, and what that says about us.
Ah, the questions we all ask ourselves constantly: am I normal??? And do I belong here?!?
Rest assured that we wholeheartedly welcome to Indyx anyone who gets dressed (hint: that’s everybody!). But if you’re curious as to the current makeup of our users, this survey showed that you are on average…
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While just browsing with our imaginary infinite shopping budget *may* do no harm, the trouble starts when “just browsing” turns into clicking checkout without really checking anything out.
This week, let’s close those tabs—at least until you’ve built an intentional wishlist of items that would help unlock more of your wardrobe and even better nail your style.
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We often think of high-end purchases like designer bags as "investments." But to truly move away from disposable fashion, we need to start seeing all of our clothes as investments. Every piece in your wardrobe has value, whether it’s financial, functional, or emotional. And, by shifting your perspective to view your wardrobe as a “portfolio,” you can start making more intentional decisions that maximize the value it provides, however you define that value.
This week, we’re helping you assess your wardrobe like you would your financial assets, carefully considering whether each piece is still the right investment for you.
Visuals are great, but they can sometimes feel…kinda nebulous! When it comes down to making real day-to-day decisions about what pieces to buy or how to put together outfits, for most of us, a Pinterest board just isn’t all that helpful.
So, what's the solution? Many stylists, from Tibi’s Amy Smilovic to TikTok’s Allison Bornstein recommend distilling down your style to just three words. You can count us here at Indyx another member of that club, because that’s exactly what we’ll be doing together this week.
This week we edit, “finishing” our work for now on your visual inspiration board, but you should expect to continue the process of adding and editing over time - maybe forever! Style is an evolution, and an inspiration board captures that evolving style so it continues to inspire you. Think of it as buffing your car rather than changing all its parts, after all, we are here to build your authentic style that is - for the most part - timeless.
Before we shop and even before we clean out our closets, we need to establish a ‘north star’ to guide what to clean out and what to shop for. That is why we first need to define your style, free from any preconceptions of what we already have or lack in our wardrobes.
Practically, we’re giving you a second week to get your closet indexed. This gives us a moment to breathe and reflect on why we’ve gotten into this situation in the first place: a closet full of clothes but nothing to wear, and more confused than ever about your true personal style.
But before embarking on any journey, it is always helpful to get as clear as you can on exactly what you want to achieve. If you don’t know where you want to end up, you’ll end up walking aimlessly, no matter how much guidance anyone gives you.
It’s an old debate, but one that seems to have really kicked up a notch on TikTok lately: is it trendy or timeless?
When I talk to folks about the idea of a digital wardrobe, I’ll almost always get one of two responses.
The first type of person immediately gets it and is EXCITED. They are more of an analytical, left-brain thinker by nature and they see right away how a digital wardrobe would scratch their insatiable itch for organization and unlock a treasure trove of personalized data to help optimize their closet. They’re in.
The second comes from someone who typically considers themselves more of a creative. They’re curious…but, that emotion lies underneath a thin layer of distaste. Let’s call it an ick.
This September officially marks 5 years since I started using a digital wardrobe.
As I was reflecting on this milestone, I came to a realization. After managing my wardrobe this way for so long, I struggle to remember what it was even like to get dressed without it!
I figured that was worth pausing on. What are the things that I do on Indyx that have changed my (fashion) life for the better?
Today, we are introducing Indyx Insider, a membership that gives you exclusive access to premium app features, our private community, and discounts on Indyx services.
Nothing speaks louder about what a company stands for than how it chooses to make its money.
With Insider, we are choosing to stake our bet as a user-supported platform so that we can always prioritize building the best experience that is hyper-focused on what you already own. This wasn't a simple choice, and I want to share why we decided to pave our own path.
One of our most-loved features here at Indyx is our selfie calendar. It’s slick, it’s SUPER satisfying…and even more than that, it can help you *really* figure out your personal style.
There’s certainly no wrong way to take an outfit selfie, but we’ve heard from a more than a few of you that it can feel a little…awkward. How should I pose? How do I set up my camera? What should I do with my face!?! It’s hard to make a habit out of something that feels like a chore.
We’re here to help! Here, we’ll share our team’s top tips for how to take an outfit selfie that you won’t hate.
Your closet (whether IRL or digital) can be a lonely place, so inviting in an expert to share knowledge and show you new possibilities might be just the unlock you need to finally feel creative and empowered in getting dressed.
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Since we launched our digital styling services about a year ago, we’ve had the pleasure of working with nearly 1,000 (!) clients to help curate their closets and develop their style. Here are our takeaways.
A lot of shopping is driven by aspirations of your fantasy-self…and, what is more fantasy inducing than imagining yourself totally free of your daily responsibilities, sunning yourself in some exotic location? It’s rare to have an actual occasion where you’ll be doing things completely out of your norm - and, it’s easy to make the quick jump to imagining yourself as a completely different person. Vacation me IS a different me!
Since turning 30, I’ve been thinking much more about how I present the many facets of myself to the world. My 20s were spent purchasing clothing I liked. My 30s have been spent answering the question (largely without purchasing) of what I like, on the macro scale. What clothing feels right when I wear it? What are my dressing patterns, both now and over the last few decades?
Answering the larger, existential question of what I like (as opposed to the quick question of what I like, in a department store, on a singular Saturday afternoon) has been one of my life’s chief joys these last few years.
The fashion industry at large has drilled a lot of untruths into our heads over the years.
You need to keep up with the latest trends or risk looking “outdated”. Or that this next [insert: blazer, dress, pair of jeans, etc] will solve all of your problems.
But I believe the most damaging idea that the fashion industry has forced on us is that the only way for an average person to engage in fashion is by shopping. To take what is, at its core, a creative art that we all have in common and twist it into something we only see as accessible through commerce is such a disservice. It’s late-stage capitalism at its finest.
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Since we launched our digital styling services about a year ago, we’ve had the pleasure of working with nearly 1,000 (!) clients to help curate their closets and develop their style. Here are our takeaways.
Since turning 30, I’ve been thinking much more about how I present the many facets of myself to the world. My 20s were spent purchasing clothing I liked. My 30s have been spent answering the question (largely without purchasing) of what I like, on the macro scale. What clothing feels right when I wear it? What are my dressing patterns, both now and over the last few decades?
Answering the larger, existential question of what I like (as opposed to the quick question of what I like, in a department store, on a singular Saturday afternoon) has been one of my life’s chief joys these last few years.
“Oh! So Indyx is kinda like Stitch Fix!”
I’ll nod my head and smile, and say “oh yeah, kind of!”. But internally, I cringe. It’s some of the most common feedback I get when I first tell someone about Indyx. And hey, you could very reasonably argue that if this isn’t the reaction I want then I need to change my pitch. Noted.
But I think this reaction also says a lot about where our collective heads are at right now when it comes to how we approach fashion and style - and, where we’re making a big mistake
When shopping for quality, our knee jerk reaction is to associate it with certain brands and not with others: “X brand is high-quality, so you can confidently buy anything from it; Y brand is low-quality, so avoid it at all costs.”
But, does choosing to maintain a closet with high-quality clothes mean never buying from stores like Forever 21 and H&M ever again? Our short answer is…no! Our perspective on the issue is more nuanced that just making blanket statements for brands (spoiler alert: it gets slightly controversial *wink wink*).
What happens when looking sustainable is way easier than actually being sustainable? Greenwashing.
With greenwashing rampant in the fashion industry today, it can be hard to suss out what sustainability claims are genuine versus which are just clever marketing. Read on for our greenwashing red flags to help you evaluate brands for yourself and avoid the industry’s worst offenders.
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Without the help of the a wardrobe app, we’ve all stood in front of our closets feeling totally uninspired and struggling to find the right outfit.
But what if there was another way? Imagine if you had a scrollable digital wardrobe that helped you get dressed every morning - just like Cher in the iconic 90’s movie, “Clueless”! That dream is now a reality, and you can now have your very own Clueless wardrobe - or perhaps we should say, not-so-Clueless wardrobe!
Let’s break down how wardrobe apps work, how they make your life easier, and compare options so that you can find the best wardrobe app for you.
Where styling your friends fits into our big picture
Today, we released the first-ever wardrobe report (that we know of!) based on real, aggregated closet data. It’s backed by tens of thousands of real digital closets and over 10 million (!) digitized items on Indyx.
No recall bias. No guesswork. Just actual tracked behavior: what we’re wearing, what we’re not, and what that says about us.
Devon Rule
Co-Founder of Indyx