When fashion tells a story: is the narrative more important than the look?
Should we dress just to look good, or to honor the meaning behind what we wear?
Welcome from inside the Lekondo fitting room. A weekly dispatch from between the mirror and the door:
Each issue explores a theme, highlights some standouts, and introduces what’s new — in the app, on the streets, or inside your wardrobe’s collective unconscious.This issue comes from Samuele Olivieri (@samueleolivieri). If you love vintage, we’ll get along just fine. Aspiring journalist with a passion for news and fashion, I write about the things that evolve with time!
Fashion as my unconscious ritual
Buying clothes, wearing them, finding new pieces, mixing and matching, and moving forward with fresh styles, we often do all of this without even realizing it.
Yet every choice we make becomes part of our personality, a silent message we send to the world. The real question is: do you dress purely for the look, or for the story your outfit tells?
Sending a message without knowing it
Many people don’t realize it, but getting dressed is like broadcasting a message.
It’s a daily act, an expression of who we are, and the first way we introduce ourselves to the world.
Historically, clothing was a code, it revealed social status, origin, and often political or cultural beliefs.
Today, we wear clothes with less conscious thought, but the story hasn’t disappeared.
So ask yourself: am I wearing this just because I like it, or because of the story it carries?
Why Vintage Lovers Get It
If you love vintage, you probably check the brand and history of what you’re buying. Maybe you want to know if it’s a good investment, or if the brand has a unique story.
But here’s the thing: every brand has a story.
No brand, no accessory exists without a reason. They are created to communicate something: a style, a cultural reference, even a rebellion, and by wearing them, you are amplifying that message.
You’re not just dressing yourself. You’re participating in a conversation bigger than you, even if you don’t realize it.
Dressing to Meet a Human Need
Clothing is more than fabric on skin. It answers deep human needs.
According to Maslow’s hierarchy of needs, our actions are guided by the needs we seek to fulfill. Clothing is part of that journey. It first satisfies basic physiological needs, protection from the cold, sun, or rain.
Then it climbs the hierarchy, giving us a sense of belonging by aligning us with certain groups, communities, or lifestyles.
Throughout history, fashion has been a tool of expression and change. Think of the flapper dresses of the 1920s challenging gender norms, or the black leather jackets of the punk movement symbolizing rebellion. Clothes can unite, provoke, empower, and they tell the story of who we are becoming as a society.
So, What Should We Wear?
Should we dress just to look good, or to honor the meaning behind what we wear?
There is no single right answer.
But one truth remains: humans are visual, and yes, we are judgmental.
I’m not saying you should dress for others, but be aware that the way you dress reflects the character you project into the world.
My Vintage Watch Story
Take my own experience.
Portobello Road Market: London’s most famous vintage market.
I found a Seiko watch.
At the time, I didn’t know much about its value or history.
It was £20. I bought it.
Later, I discovered that the Seiko “Tank” was inspired by one of the most iconic watch designs ever made. While it wasn’t the first rectangular watch, it helped popularize the shape, giving it a clean, structured form that left a lasting cultural impact.
I realized I wasn’t just wearing a watch, I was wearing a piece of design history.
