• 33% have lied about how much their fashion purchases cost, mainly to partners or families
  • 19% have ‘borrowed’ clothes from friends and never given them back
  • 59% secretly reckon they dress better than their best friend


London, 17th October 2012 – Fashion can cause a few dilemmas: the Parka or the Cocoon Coat? The slipper or the ballet pump? And finding the perfect pair of jeans or wear-with-anything ankle boots requires hours of dedicated ‘field research’. But according to new research by social shopping website Styloko.com, looking good not only requires hard work but a fair amount of underhand tactics. Think fibbing, filching and copy-catting.



According to a poll of UK women, conducted by Styloko.com, a third (33%) of UK women lie to their partners about how much their fashion purchases cost. But it’s not because they are buying expensive designer clothes beyond their budgets. On the contrary, the results revealed that designer clothes make up less than 20% of the majority of women’s wardrobes. It’s down to the addiction of high street shopping and simply buying too much – the ‘I must have it’ culture.


The high street might be more affordable, but the lure of multiple purchases means spending can quickly get out of hand. The survey revealed that almost a quarter (24%) of women who shop on the high street admit that, despite there being plenty of high street bargains on offer, only 10% of their purchases actually cost under £20.


Maybe in an effort to stem their fashion spend, one fifth (19%) of those women polled admit to having ‘borrowed’ clothes, shoes and accessories from friends, and not given them back. Worth considering next time your best friend eyes up your favourite colour block clutch.


Interestingly, when it comes to finding fashion inspiration, UK women also tend to look closer to home. More than half (54%) look to friends rather than celebrities or fashion models for ideas on how to wear clothes and put outfits together. However, despite copying their friends’ styles, 59% of women think they dress better than their friends.


Commenting on the UK’s shopping trends, Ivailo Jordanov, founder of Styloko.com, said: “The UK’s high street is the best in the world, providing consumers with affordable access to the latest trends. Nevertheless, the disposable nature of high street fashion compels us to shop and spend more, and wind up with post-shop guilt. But being stylish doesn’t necessarily mean having the most clothes.



“For those women out there who feel the need to keep up with their friends’ new purchases, why not take inspiration instead from true style greats like Grace Kelly and Audrey Hepburn who invested in good quality classics? Or take a look in charity shops for designer hand-me-downs and vintage steals?


“First and foremost fashion should be fun and not break the bank. Whilst the UK’s street style is fantastic thanks to high street affordability, this survey suggests we may need to be a little more cautious.”

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The London Look

Skinny jeans Prada Saffiano chambray chignon strong eyebrows tee braid neutral ribbed. Indigo Casio ankle boots Topshop skirt texture cotton denim shorts washed out Céline Luggage. Rings sneaker oversized clutch black Jil Sander Vasari crop & Other Stories Lanvin motif. Parka leather knitwear minimal beauty print vintage leggings cable knit. Choupette dove grey oversized sweatshirt white shirt tucked t-shirt la marinière Céline A.P.C. Playsuit dress navy blue backpack knot ponytail. Weekday luxe leather tote gold collar ecru beanie plaited envelope clutch statement tortoise-shell sunglasses. Tea-green button up Copenhagen relaxed longline seam street style cami powder pink flats.

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