Sustainable fashion: This is how the fashion girls calculate cost per-wear

You’ve stumbled across the dress of your dreams and now your finger is hovering over the checkout button: you’re struggling to decide whether the impending purchase is the smart move you initially thought it was or a one-way ticket to financial devastation.

There’s only one thing for it: time to calculate the value per wear.

A quick equation, a simple spot of GCSE mathematics in which you work out the true value of your purchase: dividing the price tag by the number of times you think you might wear it plus the cost of a few trips to the dry cleaners.

This brings a sense of calm. Not only is this purchase a somewhat thrifty one (you assure yourself with a firm pat on the back), it’s also proof that you’re a conscious consumer and thus winning in 2019.

You’re not alone. With cost per wear cemented as a fashion buzz-phrase, the idea that the value of clothes lies not in their price tags but in their usefulness is dominating the minds of British consumers.

It is for this reason, among others, that fast fashion no longer enjoys the foothold it once did. More than ever, we want quality clothes that are built to last and adapt, and, where possible, we’re happy to pay for them.

But is there a secret to mastering the art of value-per-wear dressing? Most definitely, and it’s an obvious one: you have to really love the thing you’re buying. It’s also worth paying close consideration to the number of ways you might be able to wear it. If your dress is a one-trick pony you’ll be bored of it in no time. This need not mean sticking to simplicity but rather that when you treat yourself to something really special, you plan ahead.

For practice, let’s crunch the numbers behind Susie Cave’s latest Vampire’s Wife collection. While undoubtedly on the pricey side — the aptly titled “mini mayhem” dress you see here (modelled by Kate Moss no less) will set you back a tidy £995 — subject the initial cost to a simple equation and you’ll emerge with a more palatable result of £142.14 (dry cleaning bill depending).

Using the same logic, fans of the brand may also find it easier to justify the £1,500 required for the sublime “night sparrow” dress, modelled here by stylist Katy England. Here’s how the numbers stack up (because we can all dream).

Wear 1: The Birthday party

You’ve parted with your £995 and now it’s time for your dress’s first reveal. Keep it simple with mid-height court shoes — a Mary Jane will work well.

Wear 2: The Winter Wedding

Second time’s a charm. Especially since none of the pals you partied with last weekend are invited to this shindig. Add an oversized coat — faux fur will look major — and a statement lipstick.

Wear 3: Work awards ceremony

The invite says black-tie but that need not mean a full-length gown is necessary. A slicked-back bun and a showstopping pair of earrings will give your favourite new possession red-carpet status.

Wear 4: The Christmas Party

Following a swift hiatus at the dry cleaners your dress is back and ready to party with Tony from accounts and friends (God help us all). Try teaming with 20-denier tights and a tuxedo jacket. Your work pals will be too blinded by your fabulousness to realise you’ve rocked this dress before.

Wear 5: Matesmas

Your friends have reached a new height of sophistication this year and opted for a festive lunch at a decent restaurant instead of in your front room. Hurray: time to get the dress out again. Add a daytime spin via flat black boots — pointy toe will work well and a full-length coat to keep the chill out.

Wear 6: Night at the ballet

It’s the Nutcracker at The Royal Opera House and your posh aunt is joining you. Opt for a sleek blow-dry and a velvet sandal and she’ll be delighted. Bravo.

Wear 7: The family dinner

If a fancy Christmas Day is your family’s thing — I’m thinking caviar for brunch then Claridges — your party dress will be perfectly at home. Wear your dress however you like. You’ll be a pro by this stage.

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