I think everyone should follow their heart while shopping and not head. However, sometimes you can do the shopping by your head as well. It would save little penny. (Sarcasm)
For me fashion is eternal. It comes from within. It's my personal choice when I pick up any accessory or attire. I imagine myself wearing those pretty dresses. It makes me feel beautiful and confident. There is a comfort, inviduality and power by the style I pick up for myself. So definitely I dress up for myslef and not for the world.