“Tariffs? Ugh, As If!”
What Cher Horowitz Can Teach Us About Shopping Intentionally in 2025
Last week, my childhood girlfriend wrote me an email saying my latest article transported her right back to high school. The post became her happy escape - delivering just the right trip down memory lane she’d been craving.
When I sit down to write each week, inspiration comes from all over. Sometimes, it hits after wandering around the city. Other times, it’s an article that sparks something. Lately, I’ve definitely been leaning into nostalgia—escaping to a time when the world felt a little less crazy. I’m lucky that this little corner of the internet—and the community around it—continues to embrace me.
Case in point:
Evidence 1
Evidence 2
Evidence 3
Can you tell I’m going through it?
And then, last week flipped everything on its head. Between tariffs, the stock market, and the general sense that the world might be collapsing, it’s been... A LOT. It’s a scary and confusing time. It’s hard not to wonder how we make it out of this intact, especially in the fashion industry.
wrote a great post if you want a deeper dive on Tariffgate.As I tried to bear the weight of the ongoing news cycle, I saw a note on Substack that stopped me dead in my tracks. And for a brief moment, a smile appeared.
posted that Clueless was turning 30 this summer, and it’s being re-released in theaters. I’ll meet you at the movies.
I still can’t get over the fact that I was ten when this movie came out—probably way too young to fully grasp some of the context. But the fashion? The fashion still has a chokehold on me after all these years. And since we’re in the midst of a ’90s renaissance, why not double down on the nostalgia? One more escapism post (but who’s really counting?).
Which brings me to...
Main Character Energy
For me, it will always be Cher Horowitz — Alicia Silverstone’s finest body of work. She was robbed of an Oscar in my humble opinion.
From her knee-high socks, to her love of plaid and argyle, to her swoon-worthy rotating closet, she defined aspirational fashion for an entire generation. If I were to describe her wardrobe using
’s “Three-Word Method” (one practical, one aspirational, one emotional), they would be:Practical: Preppy
Aspirational: Polished
Emotional: Playful
When Clueless hit theaters, Cher would’ve turned her nose up at anything secondhand. The idea of resale? Absolutely not. She lived for the thrill of something brand new — every swipe of her credit card a declaration of abundance. Her budget? Limitless.
But 1995 is long gone. She’s shopping differently now—something we’d all be wise to consider because of our new reality. “Cher,” or all of us, has to be more intentional because the industry’s in flux and the unpredictable global shifts are reshaping the landscape.
The traditional companies that Cher loves may struggle, yet there are companies poised to shine even brighter. There are glimmers of light within the chaos even if they’re hard to spot right now. Think: The RealReal, or the resale market in general. These companies likely won’t be hit with the same level of tariffs and may even see their biggest upswing in sales since their inception. When you consider how businesses get creative in tough times, all the impending doom feels a little less… bleak. It gives me a sprinkle of optimism.
That said, we’re not in the clear yet. The only way forward? Agility. Strategy. And a really good outfit. It's going to be a wild ride—but at least we’ve got each other. Especially here.
To keep spirits up and closets rotating, Cher’s doing her signature lap before committing—still serving looks, just shopping smarter. All while repeating, “Tariffs? Ugh, as if!”
If Cher Horowitz Had a RealReal Account…
Cher’s shopping habits today would include a lot more resale and a lot more awareness. Between her saved searches on The RealReal, likes on Vestiaire Collective, late-night eBay rabbit holes, and a Pinterest board of her latest Etsy finds - she’d be leaning into these three pieces.
Still polished. Still playful. Just a little more strategic….
Plaid Mini Skirts
Cher’s forever favorite. If searching today, she’d look for texture, bold checks, or anything that channels her iconic yellow moment. The RealReal’s current lineup includes gems from Alice + Olivia, Alessandra Rich, to Burberry London. None will break the bank. All will give your outfit that extra bit of pizazz it craves.
Blazers in Pastels or Unexpected Prints
Always perfectly preppy, her blazers infuse just the right amount of power. She’s constantly on the hunt for oversized options—ideal for pairing with knee socks, naturally. The RealReal has so many chic options, including these three stunners:
Mary Janes, Loafers & Platform Heels
She once strutted the high school hallways; now, it’s the space between tables at Erewhon. Her shoe game has never wavered—she’s always on the lookout for a dainty slip-on or something with just the right amount of lift. Chloe, Gucci, and Sandro are the perfect pairs you didn’t know you needed until now.
Secondhand Confidence, First-Class Style
Turns out, shopping like Cher in 2025 isn’t about blowing the budget on whatever catches your eye—it’s about elevating your approach. It’s curating your cart with intention, not impulse. Because being the main character doesn’t mean maxing out your card—it means knowing the thrill of scoring the perfect piece secondhand and the story behind it.
Want to make your own resale game a little more Cher-coded? Start here:
dives deep into Japan’s resale market—a fascinating read that has me instantly thinking about my next trip. shares the best pre-loved finds across five fashion week cities. Pure inspo. has you covered with a killer roundup of 100 under $100 secondhand gems from across the internet. reminds us that style doesn’t have to be loud to be meaningful. Just thoughtful YouTube videos—and a quiet kind of clarity you didn’t know you were craving.
Evonne, thanks for following up your take on tariffs with Clueless nostalgia to soften the blow. Cher's iconic yellow skirt set was going to be my Halloween costume last year, but I couldn't find the right skirt secondhand in time. All of your ideas are helping me to plan ahead! Also agree that this might be the push to make secondhand fashion truly mainstream and that agility and strategy are going to get brands through this. A huge thank you for sharing Semi-Sustainable, I love a great preloved piece 💖
This is so fun! I love a plaid mini for spring 💕