“Buying branded clothes is a certain ritual of entering adolescence,” explains existential psychologist Svetlana Krivtsova *, “and instead of encouraging this passion or resisting it, try to take control of this process.”
“Interest in the “firm” usually appears in children of 12–13 years old and then increases. Buying sneakers turns into a real torment. Suddenly it turns out that Reebok is behind the times and nothing but Converse fits. And on a blouse, you definitely need a Dsquared or Topshop logo. Has your child become a snob, a victim of advertising? No, it’s just growing.
In an effort to be different from his parents, a teenager no longer wants you to choose clothes for him, he wants to dress exactly like his friends, and not otherwise. Focusing on fashion brands, it is much easier to become «one’s own» among peers. So the clothing brand pros who create teenage lines are not wrong. Do not be discouraged, this period will soon pass: after graduating from school, the young man, on the contrary, will try to find his own style, to be different from others. In anticipation of change, avoid blaming the child for «lack of individuality» — he is going through an important stage in the search for his own face. Exposing the vices of the consumer society can only increase its passion for brands. Do not forbid him to buy branded T-shirts. It is important to recognize his desires, but also to teach him to humble them. Do not let the teenager fixate on this expensive hobby, making it the only way of self-affirmation. Nothing prevents you from giving your son (daughter) branded jeans or a shirt on occasion. But if he (she) refuses to wear anything other than Mexx or D&G, let him make up the difference in price with a regular pocket money purchase (or extra help around the house). And, when the euphoria subsides, he will be able to assess: is the pleasure commensurate with such costs … »
* Author of several books, one of the latest — «How to find harmony with yourself and the world» (Genesis, 2004).