How Vintage Fashion Is Taking Over

Today, as general awareness for sustainability grows, a change in consumer attitudes towards wearing and utilizing secondhand goods is notably impacting the fashion industry as a whole. In fact, the buying, reselling and renting of worn, vintage fashion might be the industry’s most potent chance to keep its sustainable promises. Mainly because it is a reflection of customer behavior — and thus not yet another marketing trick dictated by luxury brands. 

“Amongst other factors, the current economic climate appears to have contributed to the trend of acquiring and reusing vintage clothing, accessories, and home-ware products, particularly with young consumers,” explained Tracy Diane Cassidy, a UK-based lecturer in trend forecasting and fashion marketing at the University of Huddersfield, who regularly publishes articles and theses about this specific field. Cassidy further underlined that the popularity of vintage has also been linked to a general change in values, the inclusion of vintage inspirations used in current designs by fashion designers, and in a myriad of trends marketed by the forecasting sector, eco-sustainability, the media, and technology. 

“Also vintage consumers and vintage retailers appear to share the viewpoint of the movement towards vintage fashion that has been assisted by a reaction against mass-produced fast fashion, as consumers strive for more individuality in their styling and garments,” Cassidy continued. “Eco-fashion and sustainable fashion ideals have emerged as solutions to the environmental issues that are currently inherent in the industry’s manufacturing processes, which have government and pressure group support. This ideal and practice complement the vintage trend phenomenon,” she concluded. 

In other words, the consumers’ ever-growing concern for environmental causes has prompted the fashion industry to find sustainable solutions as soon as possible. In this context, however, the sustainability projections made by major luxury conglomerates are still too distant and abstract to be considered real and actual by today’s fashion consumers. These goals have potential, yes, and are absolutely necessary steps to a more sustainable fashion industry, but the instant power of the circular economy is already at hand’s reach — and therefore a powerful asset for making real impacts. 

According to ThredUp’s 2019 Fashion Resale Market Report, the secondhand market will reach US$ 64 billion in 2028, with the resale Sector driving the growth. In fact, secondhand is projected to grow to nearly 1.5x the Size of fast fashion by 2028. More importantly, the report states that 56 million women bought secondhand products in 2018, up from 44 million in 2017. Besides, the thrill of the vintage hunt seems to transcend age and income by attracting all generations and wallets — even if Millennials and Boomers seem to buy secondhand clothing and vintage the most. Interestingly, the vintage trend is not limited to resale: rental will increase as consumers regularly update looks for social media and as their attitudes toward ownership and sustainability change.

Needless to say, these trends are promising, especially for professionals who have established their businesses in the vintage sector. Axelle Bonamy is one of them. She founded mabonneamie in 2010, a physical and online platform dedicated to the rental and resale of past season and vintage designer clothes and accessories for women. On her website, as well as in her showroom close to Palais Royal in Paris, customers can select and book their outfits — from luxury designer brands such as Chanel, Sonia Rykiel, Pierre Balmain, and Elie Saab, only to name a few — for at least 4 days or more, for highly competitive prices, dry-cleaning and delivery included.

“When I started my company in 2009, my first clients didn’t know that they could rent a dress instead of buying one for each new event. On average, a dress bought for an event is only used 1,5 times,” Axelle Bonamy explained. “As soon as they tested our rental service, they realized that they can swap outfits as often as they want, without having to store their dresses in their wardrobe — and this ignited a true addiction for rental. I definitely think that we contributed to raising sustainable awareness in a customer’s mindset, as rental services don’t just give a second but multiple chances to old stocks.” And these multiple chances are precisely what the fashion industry needs to become a more sustainable place.

SHARE
  • Facebook
  • Twitter
  • Pinterest
SIMILAR ARTICLES
Hybridists of the Fashion Sphere
By Alice Ierace and Ludovica Parisi
Streetwear meets Japanese Heritage at Facetasm...
By Alice Ierace and Ludovica Parisi
By Alice Ierace and Ludovica Parisi
Streetwear meets Japanese Heritage at Facetasm Show   Founded in 2007 by Japanese designer Hiromichi Ochiai, Facetasm embraces Tokyo’s essence through a variety of laid-back styles from the sportswear vibe. His ability to play with perspectives...
Streetwear meets Japanese Heritage at Facetasm Show   Founded in 2007 by Japanese designer Hiromichi Ochiai, Facetasm embraces Tokyo’s essence through a variety of laid-back styles from the sportswear vibe. His ability to play with perspectives categorises him as one of the most eclectic menswear and womenswear designers of the time. From unisex...
A Duchampian Affair at Loewe
By Elisa Carassai
“Everything important that I have done can be put into a little suitcase," said Duchamp in...
By Elisa Carassai
By Elisa Carassai
“Everything important that I have done can be put into a little suitcase," said Duchamp in 1952. Inspired by the same artful spirit, at Loewe, Jonathan Anderson decided to ship across the world a series of boxes containing the things that inspired him, the details that made the process of...
“Everything important that I have done can be put into a little suitcase," said Duchamp in 1952. Inspired by the same artful spirit, at Loewe, Jonathan Anderson decided to ship across the world a series of boxes containing the things that inspired him, the details that made the process of creating so special and mini iterations of his final looks. Almost mirroring Duchamp's desire to display...
Sartorial Masters Debut at Paris Menswear
By Elisa Carassai and Ludovica Parisi
Summer Nostalgia at Davi Paris...
By Elisa Carassai and Ludovica Parisi
By Elisa Carassai and Ludovica Parisi
Summer Nostalgia at Davi Paris Spring / Summer 2021    After working for over 20 years at Ter et Bantine, Dirk Bikkembergs, Mila Schon and Giorgio Armani and Gucci, Italian designer Davide Marello finally displayed his own...
Summer Nostalgia at Davi Paris Spring / Summer 2021    After working for over 20 years at Ter et Bantine, Dirk Bikkembergs, Mila Schon and Giorgio Armani and Gucci, Italian designer Davide Marello finally displayed his own creative vision in 2018, launching Davi Paris at Paris Men’s Fashion Week.   With his subtle,...
GmbH and The Power of Community
By Elisa Carassai
Formed in 2016 by Serhat Isik and Benjamin Alexander Huseby, Berlin-based collective GmbH has...
By Elisa Carassai
Formed in 2016 by Serhat Isik and Benjamin Alexander Huseby, Berlin-based collective GmbH has garnered over the past few years a reputation for their diverse collaborative approach and innovative sustainable outlook which ensures the majority of the pair’s clothes are made from deadstock material...
Formed in 2016 by Serhat Isik and Benjamin Alexander Huseby, Berlin-based collective GmbH has garnered over the past few years a reputation for their diverse collaborative approach and innovative sustainable outlook which ensures the majority of the pair’s clothes are made from deadstock material sourced from a high-end factory in Milan – in resistance to the overconsumption of today’s fashion...
Standing Against Adversity Together
By Elisa Carassai and Sasha Regazzoni
SEAN SUEN  For Paris Digital Fashion Week, SUEN SUEN has debuted “Dionysian”, the brand’s...
By Elisa Carassai and Sasha Regazzoni
By Elisa Carassai and Sasha Regazzoni
SEAN SUEN  For Paris Digital Fashion Week, SUEN SUEN has debuted “Dionysian”, the brand’s Spring-Summer 21 collection which explores the dichotomy between the essence of human life and its conflicting internal emotions. The collection premiered with a short esoteric film capturing the tragic...
SEAN SUEN  For Paris Digital Fashion Week, SUEN SUEN has debuted “Dionysian”, the brand’s Spring-Summer 21 collection which explores the dichotomy between the essence of human life and its conflicting internal emotions. The collection premiered with a short esoteric film capturing the tragic theme of an irrational state of intertwined pain and intoxicating revelry where souls wander in a state...
Time Travelling to Old Glamour at PFW
By Alice Ierace and Sasha Regazzoni
Preppy School and 50s Galore at Ernest W. BakerFor the second day of Paris Fashion Week, brand...
By Alice Ierace and Sasha Regazzoni
By Alice Ierace and Sasha Regazzoni
Preppy School and 50s Galore at Ernest W. BakerFor the second day of Paris Fashion Week, brand Ernest W. Baker decided to rely on its heritage. “For a lot of people, us included, the pandemic and subsequent lockdown were a moment of awakening to what is really important. Being away from our loved...
Preppy School and 50s Galore at Ernest W. BakerFor the second day of Paris Fashion Week, brand Ernest W. Baker decided to rely on its heritage. “For a lot of people, us included, the pandemic and subsequent lockdown were a moment of awakening to what is really important. Being away from our loved ones, or unable to be with them physically really pushed this idea of family,” the designers...
Rave Digital: Ravensbourne Launches Fashion Game on Twitch
By Elisa Carassai
As Haute Couture Week draws to a close and Menswear begins...
By Elisa Carassai
As Haute Couture Week draws to a close and Menswear begins its digitised alternative, it comes as no surprise that brands have been battling to find ways to stand out from their competitors in the most ingenious ways on various video streaming...
As Haute Couture Week draws to a close and Menswear begins its digitised alternative, it comes as no surprise that brands have been battling to find ways to stand out from their competitors in the most ingenious ways on various video streaming platforms.   One of these is Amazon's Twitch, a video-streaming platform that started with gamers and now...
Unconventionality is The Word
By Alice Ierace and Ludovica Parisi
For the first day of Paris Fashion Week Online, British luxury brand JW Anderson decided to...
By Alice Ierace and Ludovica Parisi
By Alice Ierace and Ludovica Parisi
For the first day of Paris Fashion Week Online, British luxury brand JW Anderson decided to premiere an exclusive short video in black and white. “The idea is that you can tell and experience the story in your own way. At your own pace. It’s about going back to making and telling stories,”...
For the first day of Paris Fashion Week Online, British luxury brand JW Anderson decided to premiere an exclusive short video in black and white. “The idea is that you can tell and experience the story in your own way. At your own pace. It’s about going back to making and telling stories,” explained the designer. With this idea of exploration and storytelling in mind, photographer Lewis Ronald...