The way we dress: You can't shop your way into style

THE WAY WE DRESS: A fashion behaviour column written by Jessica Ramoshaba

7 October 2026

Most people assume that walking into a retail shop will automatically unleash your style. Culture and social media teach this idea that that’s how you find style. By walking into a retail store, purchasing a beautiful dress, or copying an outfit on the mannequins. But that’s not how it works. Knowing your style starts with you; retail stores offer options that can align with you if you choose well, so shopping is a byproduct. Finding your style starts with how you feel about yourself and understanding what works for you and what doesn’t. For instance, what phase of your life are you in, and where do you spend most of your time? Being truthful is at the core of this process. This process leads you to being stylish and therefore a better shopper because you then use that information you learned about yourself to choose pieces that work with your life, your identity, and the way you want to feel. So, your shopping meets you where you are in life.