Certain shopping moments stand out. I remember discovering a brand called Free People at the Urban Outfitters on State Street in Madison, Wis. back — way back — when I was a college student. There was a black and white zip up sweater I really, really wanted, but couldn’t afford. But that was the exception. Back then, Free People was juniors stuff — basics, mostly.

The line reentered my shopping consciousness a few years ago when it showed up at Marshall Field’s — looking fresh and more sophisticated (I like to think we grew up together. I’m entitled to think that. Okay?). I started buying the free-flowing tops and sun dresses. So did my mother!

Now, I can’t get away from the line. It’s everywhere I shop, from better department stores to Anthropologie and Urban Outfitters, which are part of the same company that owns Free People, to boutiques. Like, every boutique. There’s a definite trend right now of gift stores dipping a toe into women’s apparel — most seem to cultivate a bohemian-chic type look and virtually every one of them is selling Free People.

Time to show some restraint, Free People. I like your clothes. The prices are decent. The look is distinct. But it won’t be for long.

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