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
Pitti Announces New Calendar
By Elisa Carassai
After last week's previous announcements which declared...
By Elisa Carassai
By Elisa Carassai
After last week's previous announcements which declared the postponement of Milano Moda Uomo and the Paris shows to September, the Pitti Group also divulged the change of dates of their upcoming fairs and events.   The majority of the fairs will be...
After last week's previous announcements which declared the postponement of Milano Moda Uomo and the Paris shows to September, the Pitti Group also divulged the change of dates of their upcoming fairs and events.   The majority of the fairs will be hosted in September (the 98th edition of the show will be hosted from the 2nd to the 4th of...
Huda Kattan Pledges $100.000 in Support of Struggling Make-up Artists
By Alice Ierace
Beauty icon, entrepreneur and founder of Huda Beauty, Huda...
By Alice Ierace
Beauty icon, entrepreneur and founder of Huda Beauty, Huda Kattan, has pledged to donate $100,000 to support freelance make-up artists who are struggling during the COVID-19 crisis.   In a raw and emotional Instagram video, she explained: “When...
Beauty icon, entrepreneur and founder of Huda Beauty, Huda Kattan, has pledged to donate $100,000 to support freelance make-up artists who are struggling during the COVID-19 crisis.   In a raw and emotional Instagram video, she explained: “When coronavirus first hit, I think everyone was scared about like ‘how can I protect my loved ones?’ And...
L'Oréal Acquires the Mugler Brands and Azzaro Fragrances
By Alice Ierace
Beauty brand L’Oréal has announced that, after obtaining the necessary authorisations from the...
By Alice Ierace
Beauty brand L’Oréal has announced that, after obtaining the necessary authorisations from the relevant authorities, it has finalised the acquisition of the Mugler brands and Azzaro fragrances from Clarins Group.As it stands, the companies include Mugler, Thierry Mugler (Fashion), Clarins...
Beauty brand L’Oréal has announced that, after obtaining the necessary authorisations from the relevant authorities, it has finalised the acquisition of the Mugler brands and Azzaro fragrances from Clarins Group.As it stands, the companies include Mugler, Thierry Mugler (Fashion), Clarins Fragrance Group (CFG), CFG France, Cosmeurop and CFG UK – activities that, in 2018, represented...
Marco Zanini’s Quest for Independence
By Elisa Carassai
Marco Zanini is no rookie in the fashion system. With a...
By Elisa Carassai
Marco Zanini is no rookie in the fashion system. With a background that counts experiences at Versace, Halston, Schiaparelli, Rochas and Santoni, the designer has, over time, developed a cult following his appointment at Rochas. It comes however, as a...
Marco Zanini is no rookie in the fashion system. With a background that counts experiences at Versace, Halston, Schiaparelli, Rochas and Santoni, the designer has, over time, developed a cult following his appointment at Rochas. It comes however, as a surprise, to why an experienced designer like Zanini would want to take a ‘gamble’ on himself and...
On a Hunt For Quality
By Frédéric Martin-Bernard
To kill time in this period of confinement, I set out to stitch the button on a coat I had only...
By Frédéric Martin-Bernard
By Frédéric Martin-Bernard
To kill time in this period of confinement, I set out to stitch the button on a coat I had only worn 3 or 4 times. Then, I remembered that another button was detached from a jacket that was not much older; that the hem of a pair of trousers was beginning to unravel; that the lining of a coat was...
To kill time in this period of confinement, I set out to stitch the button on a coat I had only worn 3 or 4 times. Then, I remembered that another button was detached from a jacket that was not much older; that the hem of a pair of trousers was beginning to unravel; that the lining of a coat was loose by a few centimetres. That several parts of my dressing room were in need of small repairs...
Upcoming Milan and Paris Shows Cancelled
By Alice Ierace
In light of the spread of the Covid-19 epidemic worldwide, Camera Nazionale Della Moda Italiana...
By Alice Ierace
In light of the spread of the Covid-19 epidemic worldwide, Camera Nazionale Della Moda Italiana has announced that the Milano Moda Uomo fashion shows and presentations, scheduled June 19th to June 23rd 2020, will now take place during Milano Moda Donna edition in September 2020 instead. “We are...
In light of the spread of the Covid-19 epidemic worldwide, Camera Nazionale Della Moda Italiana has announced that the Milano Moda Uomo fashion shows and presentations, scheduled June 19th to June 23rd 2020, will now take place during Milano Moda Donna edition in September 2020 instead. “We are working on new digital formats and new ways of meeting to create, in the days provided by Milano Moda...
Net-A-Porter Shutters E-Commerce Indefinitely
By Elisa Carassai
Fashion e-commerce platform Net-A-Porter has bowed to pressure from its worried workers and...
By Elisa Carassai
Fashion e-commerce platform Net-A-Porter has bowed to pressure from its worried workers and stopped its online operations during the coronavirus emergency.“We have made the difficult decision to close our distribution centres in the US and Europe, thus temporarily suspending service in these...
Fashion e-commerce platform Net-A-Porter has bowed to pressure from its worried workers and stopped its online operations during the coronavirus emergency.“We have made the difficult decision to close our distribution centres in the US and Europe, thus temporarily suspending service in these regions including the Middle East. Our Asia Pacific service remains open.” Net-A-Porter explained in an...
Armani and Estée Lauder To Join The Fight Against Covid-19
By Alice Ierace
After being amongst the first brands to offer financial support amid the Coronavirus crisis and...
By Alice Ierace
After being amongst the first brands to offer financial support amid the Coronavirus crisis and amongst the first to announce the closure of all its stores to safeguard the health and wellbeing of its staff and clients, Giorgio Armani has now announced the conversion of all its Italian production...
After being amongst the first brands to offer financial support amid the Coronavirus crisis and amongst the first to announce the closure of all its stores to safeguard the health and wellbeing of its staff and clients, Giorgio Armani has now announced the conversion of all its Italian production sites to manufacture disposable lab coats for the personal protection of health workers committed...