THIS PAST JUNE I took a quick trip to Miami to celebrate my friend’s birthday. Different from the vibe of South Beach, we stayed in Brickell which is more in line with where the locals like to dine and play. Filled with incredible restaurants and culture, there was one thing I couldn’t help but notice. People got dressed. And I mean, DRESSED UP.
I found myself gazing around at the men and women who put thoughtful effort into their look just to go to a nice dinner. And I’m not just talking about people in their twenties and thirties, but well into their sixties and seventies. Luxurious fabrics, layered jewelry, curated pieces with impeccable tailoring. They had fun with it, taking pride in how they presented themselves and celebrating the uniqueness of what they wore. I loved being surrounded by that type of creativity and energy.
Now hear me out, no shade to our incredible city but I will say that it’s heightened my awareness that Bostonians do not prioritize fashion the way some other major cities do. Back in 2011 GQ Magazine ranked Boston as the worst-dressed city in America (LA ranked closely behind as 2nd worst) and a simple stroll through it showcases how function trumps fashion. People often save their best clothing for when they travel to other places like New York because they could “never wear that here”. Most seem sadly lost in a sea of Canada Goose jackets or the jeans-and-black-tee-shirt uniform, which has often become the conservative default.
In our defense, there are legitimate reasons why Boston fashion is very practical. More than most other markets – we’re spending on real estate, restaurants, vacations, and kids. Women don’t want, or have time, to think about it with everything else in play. This reflects a broader reality about living in Boston: people have demanding careers, long commutes and full plates that don’t leave much mental bandwidth for outfit planning. Shopping smart takes a substantial amount of time, and many are finding a professional stylist is the modern day solution. Fashion really must be carefully incorporated into someone’s lifestyle in order for it to work here.
We’re seeing shifts away from traditional retail to more private, one to one shopping experiences, but I would argue that Boston has been slow to adopt. This is particularly true for those who are frugal or have a fear of being too “flashy” and see such services as unnecessary or frivolous. I’ve lost count of the number of times I’ve rolled up to a $5M+ home and encountered a closet full of Amazon, Target and J. Crew. Sure, it’s the safe option. Blending in versus standing out, but in that case are you fully showing up the way you want, regardless of what others are wearing?
Boston’s fashion landscape is slowly evolving, and more people are embracing a different point of view. The growing tech industry and changing demographics are bringing new perspectives on style and self-expression. Young professionals coming from other cities are finding ways to incorporate their own aesthetic into the Boston scene. There’s a growing hub of entrepreneurs and creatives that realize brand building is a necessity, and founders and leaders are itching to embody authenticity into how they show up. Post-pandemic life has also created a desire to be more distinctive and individualistic with style.
As the city continues to attract new business and culture, its fashion identity will likely remain rooted in functionality, but with increasingly sophisticated and well thought out shopping and planning. My goal isn’t to fundamentally change our city’s approach to fashion – it’s to help others recognize that practicality and style don’t have to be mutually exclusive. So that when it’s time to go out to a nice dinner at the latest restaurant, you have so many more exciting options to reach for outside of jeans and a black top. Something that lights you up both inside and out.
Boston may never be Miami and that’s fine – we’re a city where the weather changes rapidly, the streets are walked daily and being sensible is important. And in a world where fashion is criticized for being superficial or exclusive, Boston has always been some place different, some place more authenitc – a place where fashion can serve real people with real day-to-day demands, without sacrificing creativity or ambition. And it’s my privilege to help reshape how others leverage fashion in their lives right here in Boston.
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Amanda Vargus spent her career in the music industry before pivoting into fashion. She excelled in the industry as a Luxury Manager with The RealReal, a high-end resale website, where she specialized in closet editing and was in charge of merchandise acquisition in the northeast. Now Amanda runs her own independent personal styling company, Wave +Woven, is a producer with Boston’s Runway Ball + Boston’s Fashion Derby and consults with entrepreneurs, executives and elite professionals to create more exciting and functional wardrobes. Helping clients find their original and unique style through fashion is her passion. Vibe more with Amanda on WaveandWoven.com!
