H&M

I strolled broodingly through the nearly empty aisles of a clothes shop on a Friday evening. Dresses and heels that once lay on display in this very store, shimmering under bright, unflattering lighting, hoping to catch someone’s eye, were now worn on cold bodies in the city centre, in clubs, bars, at house parties… I didn’t know if anyone had been having a house party that night.

“I have never seen H&M play it so safe,” I thought to myself. Every single item of clothing was drab, emotionless, and uncreative. Florals, pinks, greens, pale beiges, and collared jumpers as the breakthrough spring collection? Fascinating.

Everything bored me. I felt nothing. I wanted to feel excitement and interest, but how could anyone be interested in those clothes? A military-green Jurassic Park tee was possibly the most alternative and imaginative article there. I felt nothing. I’d seen it all.