As an array of top high fashion designers reveal their eco-credentials, sustainability seems to be thriving here. As you walk down Brick Lane on Saturday morning, you inevitably come across young people who really belong to this place: popping into vintage shops, gazing at the windows, returning from parties – they look peculiar and unique. Do they spend enormous money on their ‘cool’ outfits? Very unlikely. They show no sign of brand-obsession whatsoever, and grin at questions about their style icon. They shop on flea markets, in vintage and charity shops, ‘borrow’ from friends and inherit from their parents. Or turn to small brands for sustainable eco-friendly clothes and accessories. What they wear seems to be a form of self-expression not only in terms of style but also their ethic position, which is really up-to-date and relevant for contemporary fashion industry. More and more fashion brands, from Stella McCartney and YSL to Anthropologie and Edun state their engagement in environmental and ethical fields. The idea of wearing clothes that have already been worn, and that fabric should not be obsolete after a season, is “trendy”. So, Brick Lane shows the moods of advanced people and may itself be inspiration for fashion designers. And while luxury fashion companies are coming up with their eco-friendly policies and creative ideas for next season, this narrow street in East London is the place to look at.

Today, as I was buying a new (additional to the one I already have) day cream, I realised that I am a perfect beauty product consumer ... exquisite ads and arresting images which appeal to one's imagination really work. If such an ad 'arrests' me, it becomes an almost fixed idea. I need this cream/mascara/lip gloss... now! I can change my day scedule so that to be able to pop into one of the stores to take hold of it. Actually, it does matter what store it is. My favourite ones are huge, rather posh, full of light and brand new scents. Buying a new beauty product is a ritual and everything matters: where you do it, how you look, what you wear. You really want to be up to the mark as you delve into this magic world ... and your purchase will surely allow you to take part of it home. Now that I have it in my arsenal there is no doubt that from this moment on I will be absolutely irresistible, desired, confident, successful. If I had to write an essay on "If I had a million dollars, I would..." I would probably write a horrific (in its selfishness) thing : I would take all the beautiful tubes, bottles of perfume, boxes home. However, when you have it all (or almost all) you are most likely to feel fed-up pretty soon. So, I'll better take this 'fantastic' cream now and will come for a shampoo which will surely make my hair lustrous next time ... and will preserve this childish feeling of genuine happiness.