It wasn’t long ago that my trendy neighbors boasted about how long much they spent on clothes, manicures, apartments, expense account lunches, exotic third world vacations. But almost overnight the big ticket spending has vanished; sucked into the vortex of the sinking stock market.
But while big spending may be gone, the social one-upmanship is always in style. The difference these days, at least in New York City where I live, is that the new competition is all about saving. Everyone is trying to outdo their friends and neighbors with their saving prowess. This sudden shift from competitive spending to competitive savings has stunned me. So I’ve been sneaking my little camera into people’s homes and offices to capture trendy thriftiness as it evolves. Here’s what I’ve found:
(Water) Closet Savers
Lately, my friends are displaying their frugality by prominently using the soaps they’ve taken from hotels in their bathrooms. (In the past, nothing less than luxury soaps from L’Occitane, Bliss or Barney’s would have ever seen the light of day.)
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Freebies on display.
Many of my friends are boasting about how they’ve fired the maid. They claim that they can do just as well themselves. Though, noting the grubby bathroom tile I snapped during a recent visit to one chic Upper East Side apartment, I think there’s a bit of a learning curve.
Filthy bathtubs are suddenly fashionable.
Conspicuous Non-consumption
It’s no longer enough to simply to pack a lunch– that’s old school economy. These days it’s all about how frugal a lunch can you bring. “Brown bagging” leftovers from last night Chinese take out won’t cut it. To really get full marks for thrift you have to bring a can of grocery store soup or a cup of yogurt. Leftover Kraft Mac & Cheese in a microwavable gets respect. Ditto ramen noodles. But if you really want full “saving cred” you have to skip lunch. It gives the anorexics an incredible advantage – to say nothing of a great cover story for their non-consumption of food!!
The zero calorie lunch.
Concealed Shopping
Clothes shopping is the last thing that trendy New Yorkers are willing to let go. Yet while people are still buying the latest Comme des Garcons or Prada, they are in complete denial. As in: “No this isn’t new -- I’ve had it for ages. I just haven’t worn it.”
Your closet, the newest place to shop.
All the talk is about “closet shopping” (i.e., digging through the back of their wardrobes to rediscover old outfits). Clothes Swaps are the new invitation of the moment – I’ve been invited to three in the past month!! (After so many swaps I suspect many of the clothes have gone full circle and returned to the original owners, but call me cynical.)
Whoever imagined that saving would be so socially acceptable and even fashionable in New York City? I suspect the economies I've seen are only the beginning. What other thrifty measues will become de rigueur? Time will only tell. But one this is for sure. In this city of super achievers, saving will be highly competitive. To keep up, you have to keep costs down – but in a chic sort of way. In the weeks ahead, I’ll be tracking the "of the moment" tactics smart, sexy New Yorkers use to save money. I'll keep you posted.
