Aritzia and the Making of the Tiktok “Material Girl”

In the dead of winter, New York City becomes one of the saddest places to be alive. The sun sets before 5pm, and the concrete jungle uses light pollution to add flavor to what seems like a never ending abyss of darkness. But just because “hot girl summer” is over, that doesn’t mean it can’t be a “hot girl” winter. Nowadays, several late genZ/millennial girls in New York City wear strikingly similar outfits. They wear their puffer jackets with yoga pants or leggings, Ugg Moccasins and golden jewelry with their hair pulled back in a sleek low bun. They encapsulate the luxurious vibes of an empowered woman who has her life put together, otherwise known as a “material girl.” But these “material girls” would be nothing without their love for one particular brand: Aritzia. 

The “material gworl” trend was popularized on the social media platform Tiktok this  January for female users to show off their material wealth. Against a distorted audio recording of makeup artist Saucy Santana’s voice, people document their most luxurious lifestyles deeming themselves  “material girls.” In several videos of the trend, they show off their vast collection of Aritzia apparel, which costs upwards of $1000. 

Aritzia is the brainchild of Brian Hill, a Canadian entrepreneur who opened the original boutique in 1984, with the concept of bringing luxury to his upscale neighborhood in Vancouver. Throughout the 1980’s and 1990’s, the Canadian fashion house expanded to several stores throughout Canada. Today, the brand boasts almost 166 stores all across North America. 

Aritzia has exploded to become one of the largest luxury fashion retailers largely due to their social media and online presence. But Aritzia was certainly not made for the masses. The brand has no shortage of celebrity clients which have propelled the brand to the forefront of fashion retail. Social media influencers like Emma Chamberlain, Kendall Jenner, and other big name celebrities like Hailey Bieber and Meghan Markle are often photographed wearing the brand. 

I remember my first time shopping at Aritzia, when looking for a new woolen coat. From the moment a customer walks into an Aritzia store, they are warped into this world of everyday luxury. The employees are almost over-welcoming because they rush to help you find the perfect fit for one of their coats which retail for approximately $400. In just two minutes, they seem to have already assessed their prospective client and offer you suggestions for what items might cater towards your preferences. And almost every client asks the same thing, “I saw these ____ trending on TikTok, do you have them in store?” and the employees know exactly what they are looking for. When I shopped at Aritzia for the first time, I was overwhelmed by their customer service but also intrigued by their attention to detail. How were they able to find exactly what I was looking for? 

An Aritzia shopping experience includes a personalized approach with their most loyal clientele knowing exactly how to interact with their employees to earn top secret discounts, which most people don’t know about. The company also offers ten minute free personal stylist appointments where sales associates can pick out personalized items for their customers based on their preferences.

With the surplus of amenities and high end clothing options, Aritzia has become a staple for those who can afford it. But how are individuals able to afford the expensive price tags? The most basic tank top retails for $80 on the company website so how does almost every girl in New York own a clothing item from the brand? What most people don’t know is that Aritzia has a layaway program. This means that when purchasing an item in store, a customer does not need to make the full payment at once. They can make a 20% down payment on any item they wish to purchase, and the store promises to hold the item for up to 30 days. Aritzia also has warehouses as well as private sales where they sell their most expensive and exclusive items at up to 50% off. But again, these secrets aren’t known to everyone, so it's important to befriend your local sales associate for this classified information.

Another question that remains in the minds of like-minded shopaholics: is Aritzia really worth it? What makes it any different from fast fashion giants like Zara and H&M? While much of the origination behind the brands clothing materials remains a mystery to customers, the brand’s website promises to utilize experienced tailors who use only high quality fabrics in the making of their items. Their infamous parkas and woolen coats have affirmed the quality of their material on their sleeves with a label proclaiming that they are made of 100% imported Italian wool. In a survey conducted by the company for brand assessment last year, their customers said that their items are long lasting. But still, it's normal to remain skeptical. Perhaps the most reasonable answer to these questions can be explained by the trendy nature of the company. Aritzia offers high-end luxurious options of clothing that are on par with current fashion trends which is most likely reflected in their price tags. Although it is worth noting that the brand does remain cryptic about the origins of their materials.

So next time you consider entering an Aritzia store for some much needed retail therapy because you saw one of their coveted items on your TikTok for you page, just know that you’re most probably making the right choice. Maybe not for your wallet, but for the quality their clothes offer, you’re making the right choice. Don’t feel guilty, it's totally okay to be a material girl and live your best life in head to toe Aritzia. Just don’t be surprised if you catch another girl on the streets of New York City wearing the same exact outfit.