Surely its considered a major fashion faux pas turning up somewhere in the same outfit as someone else. If the current crop of high street shops are anything to go by, however, youd be forgiven for thinking that clothing conformity is something were all striving towards.

Lets face it, for those of us looking for something a little bit different, high street shopping can be a pretty dreary and dispiriting experience. Just imagine that youre blindfolded and parachuted into a UK citys shopping street your blindfold is removed do you know where you are? The answer is that there will probably be very few clues, as you will find exactly the same shops wherever you go. The usual suspects will be side by side, churning out similar-styled garments and cashing in on the latest celebrity style craze with cheap copies of couture pieces.

To those who crave individualism and want to dress with a bit of flair and originality, this copycat culture is depressing. Kate Moss only has to appear looking stunning dressed in her own inimitable style inimitable being the moot point here - and suddenly were being bombarded by where to get the latest look articles and fooled into spending our hard earned cash on faked fashion which isnt going to make us look a million dollars, and wont make us look like Kate in a million years. When it comes to mock fashion the real mockery is the one we make of ourselves.

Dont despair! The internet is a fantastic resource for anyone seeking their own unique style. There are plenty of places to shop online offering distinctive, desirable apparel and accessories which will set you apart from the clothing clones without breaking the bank. The benefits of buying online are many; no more trooping round town elbowing others out of the way, no queues, and no last minute buying because the shops about to shut, only to get home and discover your panic purchase looks terrible on or has traces of cosmetics on the collar. Instead you can shop from the comfort of your home, browsing and buying at your leisure.

Small businesses and solo fashion designers use the web to showcase their products, and because their overheads are lower (no huge retail premises to maintain and large staff to pay) you have a real opportunity to purchase gorgeous garments and attractive accessories which wont cost the earth. There are also sites selling quality second-hand and vintage fashion pieces, allowing you to track down your own style statement for a fraction of the price of buying new. If something is described as hand made dont let memories of Auntie Dots amazing asymmetrical unravelling knitwear cloud your judgment handmade usually means lovingly crafted with great attention to quality and detail, and can definitely denote a one-off, original clothing item which will be the envy of others and a fashion favourite for years to come.

If youre more concerned about the look you want than the designer label youre wearing, there are a few points to consider when buying over the internet. Search for sites with decent product photographs and detailed descriptions, not tiny little thumbnail images. After all, you wouldnt buy a product from a catalogue unless you had a good idea what it looked like. Use careful keywords to narrow and speed your internet searches. For example, if youd prefer a product in a quality fibre, include wool or a more specific term such as mohair as one of your search words to find precisely what you want faster. Vague, all-encompassing search terms will only drag the high street to your desktop, and youll end up ploughing through virtual polyester! Make sure sites offer secure checkouts that encrypt your credit-card details; safe and trusted payment methods include PayPal, WorldPay and NoChex, although there are plenty of others.

Finally, enjoy the experience! The internet gives you a great choice, and buying online from a smaller supplier often means youll receive a much higher quality product and level of service than youd find in a vast anonymous bricks and mortar store. Independent online retailers are keen to involve their customers in a real relationship, and youll find yourself returning regularly to your favourite fashion sites. Shopping to suit yourself can be very rewarding, and not just financially.

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The author has an interest in distinctive, desirable female fashion, shared with the wider world at http://www.billcoo.co.uk. Please link to the Bill Coo shop if you wish to reproduce this article!

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