The Elevated Basics Scam That's Draining Your Bank Account While Making You Feel Good About It
We've all seen it. That perfectly curated Instagram post showing a $120 white t-shirt positioned as an "investment piece." The marketing is brilliant, really...
Greetings!
It’s good to be with you today. I enjoyed watching the new documentary, “Buy Now: The Shopping Conspiracy,” last week on Netflix. I wouldn’t say it’s all new information to me, but it does help solidify my conviction toward a more conscientious and slow approach to curating wardrobes. So much of it is about what not to do. Today I discuss the “Elevated Basics” trend and why I think it’s nothing more than a marketing ploy.
For those in the US, I hope you have a most meaningful Thanksgiving with your family and friends this week. Wherever you happen to be, please know I truly appreciate you!
Enjoy and have a wonderful week!
~Tatyana
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Please find the “shoppable” versions of these looks at the bottom of the page.
Anti-aging colors: When you know your best colors, you can easily use a scarf to make sure that the color that ends up next to your face is going to be your most flattering color.
Flattering Capsule Wardrobe Basics: Whether you find quality basics, such as a basic white button shirt, a classic trench, warm wool vests, or everyday pants in a consignment shop or at the mall, make sure you’re buying well-fitting, quality garments that will last you for years.
Impactful Accessories: I used large hammered silver earrings to draw light to the face.
The Elevated Basics Scam That's Draining Your Bank Account While Making You Feel Good About It
Tatyana Wilson, Ed.S., a sustainable fashion writer, talks about empowering ourselves with a carefully curated wardrobe of biologically correct colors, good tailoring, and elevated accessories. She writes at www.lightlovescolor.com.
We've all fallen for it at some point—that perfectly curated Instagram post showing a $120 white t-shirt positioned as an "investment piece." The marketing is brilliant, really. They've managed to convince people that paying premium prices for basic items somehow makes us more sophisticated consumers.
Let's be real here. The entire concept of elevated basics is essentially a clever marketing strategy designed to justify marking up simple items by attaching emotional value to them. What's particularly fascinating is how well it works on those of us who consider ourselves conscious consumers.
Think about it. When did we start believing that a plain cotton t-shirt needed to be "elevated?" The genius lies in how brands have tapped into our desire to make better, more sustainable choices. They've created this narrative that expensive equals ethical, sustainable, and somehow more worthy of our closet space.
The psychology behind it is actually pretty interesting: by positioning basic items as "elevated," brands trigger our aspirational purchasing behaviors. We're not just buying a white t-shirt anymore - we're buying into a lifestyle, an identity, a statement about our values.
Here's What They Don’t Want You To Think About
That $120 t-shirt? It probably costs less than $10 to produce. Sure, some brands use slightly better materials or pay their workers marginally better wages, but the markup is still astronomical. The real difference often lies more in marketing than in actual product quality.
We've seen countless "sustainable" brands push this narrative while operating on the same basic principle as fast fashion—creating artificial scarcity and desire (FOMO) through clever marketing. The only real difference? The price tag.
What's particularly clever is how they've managed to make us feel good about spending more. It's brilliant, really. They've turned our growing awareness about fast fashion's problems into a marketing tool. Spending more somehow equals being more conscious, more sustainable, more ethical?
The reality is far more complex. While some premium basics genuinely offer better quality or more ethical production, many are simply riding the wave of "conscious consumerism" while operating on standard fashion industry margins.
There’s a concerning trend where brands use sustainability as a smokescreen for what are essentially luxury markup practices. They're capitalizing on our genuine desire to make better choices, but often delivering little more than clever marketing and premium pricing.
No, not all premium basics are scams. Some brands genuinely invest in better materials, ethical production, and fair labor practices. However, to be honest—many are simply exploiting our emotional need to feel good about our purchases.
The solution isn't necessarily to avoid these brands entirely. It's about being more critical consumers. Understanding that price doesn't always equal quality. That "elevated" doesn't necessarily mean better.
What we really need is more transparency. Real conversations about what makes something worth its price tag. Actual discussions about the true cost of producing clothing ethically.
Instead of blindly accepting the "elevated basics" narrative, we need to start asking harder questions. What exactly makes this t-shirt worth ten times more than its counterpart? Where is that extra money really going? Is this truly about better quality and sustainability, or just better marketing?
Because at the end of the day, the most sustainable choice isn't always the most expensive one. Sometimes, it's simply buying less, choosing well, and making things last—regardless of the price tag or how "elevated" the marketing claims it to be.
The next time you're tempted by an "elevated basic," take a moment to consider,
”What's really being elevated—the product, or just the price tag?” Sometimes, a t-shirt is just a t-shirt, no matter how good the marketing makes you feel about spending more on it.
"Quality is never an accident. It is always the result of intelligent effort."
-John Ruskin
Article Continued…
What to do instead?
Train your eye to YOUR ELEVATED STYLE BASICS. What are your biologically correct colors? You know, those colors that make you glow, make you feel like a million bucks? Those aren't going to necessarily match the elevated basics trend out there. They're your unique colors. What about tailoring? Do you have a few great-quality garments that just need a tweak or two? Connect with a reputable local tailoring/alterations shop and you will instantly defeat that "Buy Now" button. Then there are your carefully curated accessories: they accent your outfits, reflect who you are to the world around you, and are just plain fun!
Those solutions aren't usually found on some aesthetic online shop. However, they're the epitome of slow fashion. Your wardrobe is a collection YOU curate. That takes time. I might say even that it’s sometimes painfully slow. I do love instant gratification as much as anyone else. We can often find solace in knowing that, in the long run, our choices to take time and build our wardrobes as the right pieces arise is actually a rewarding experience in itself.
What To Buy New
Consignment shops and occasional thrifting have contributed to 80% of my collection, but there is a time and place for the new items as well, depending on my budget and what's out there. As a general rule, investment items that are crafted to last for years are items that I take time to hunt. These are often quality garments such as knitwear, pants, tailored jackets, outerwear, button shirts, accessories, and select leather shoes. Items I always buy new are socks, undergarments, hats, t-shirts, athletic wear, athletic and non-leather shoes, and anything else I need that can't easily be found in the 2nd hand space.
How about you? I know that most of my readers are practical people who don't need convincing that fast fashion is a trap. However, did you realize you probably already have a ton of "elevated basics" and that what's called being touted as elevated now is nothing more than marked-up goods from the same factories as everything else?
Ah, the power of a good marketing campaign!
Your turn; hit reply or comment below. Have you seen some of the “elevated marketing” lately? I don’t know who’s affording these wardrobes, but it’s not people who value their hard-earned money.
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Accessories: Value and Timelessness Matter
Accessories play a crucial role in elevating your wardrobe. Instead of overloading on trendy items, focus on investing in bold, valuable, and timeless accessories that can take any outfit to the next level. Leather belts, quality shoes, chunky earrings, and well-crafted statement jewelry can all work to bring attention to your face and add that elevated touch.
Scarves are another hack—they allow you to add your biologically correct colors even when you’re wearing neutral pieces or garments in colors that aren’t your best. A scarf can serve as a tool to balance out your outfit and incorporate the colors that truly complement your complexion.
By prioritizing quality over quantity in your accessories, you’re not only adding value to your wardrobe, but you’re also ensuring you have timeless pieces that enhance your style for years to come.