I’ve been asked many times what vintage is. Even my mum called the other day and said “Vintage is a real trend at the moment isn’t it”. Which is funny, because Vintage in its most basic form really means old clothes (when it comes to fashion that is), and how is that a trend?
So why all the confusion? How come the word can cover such a broad range of clothing?
Here are a couple of definitions I found on what vintage means!
1. Vintage clothing is a generic term for new or second hand garments originating from a previous era. The phrase is also used in connection with a retail outlet, e.g. "vintage clothing store." It can also be used as an adjective: "This dress is vintage."
Good old Wikipedia! Or the dictionary says:
2. adj.
1. Of or relating to a vintage.
2. Characterized by excellence, maturity, and enduring appeal; classic.
3. Old or outmoded.
So how does this work in the fashion world. Like I said above, in its simplest form it means old clothes. To me it means more than that. To me vintage clothing implies a special piece that has been found, is individual, well made and pre-loved. In the late 1990’s people really started to see a benefit in second hand clothing, it was cool and green to recycle clothing, and there was a lot to be found.
Who can forget the vintage YSL dress that Julia Roberts wore to the Oscars in 2001. (see pic) Why was it called vintage? It wasn’t second hand, but it was from an old collection (1992). So it passed the vintage test. Back then Chloe Sevigny, Sadie Frost, Kate Moss and many others were finding fab finds in Op shops and markets globally and place like Portobello road in London or the Marche aux puces at Porte de Clignancourt in Paris thrived.
My problem with the word now is that it’s so overused. It’s not individual anymore. All too often I trawl vintage shops and all I find is horrible old smelly clothing that’s in bad condition and out of shape. We’ve gone from the word meaning true amazing finds, to anything that is old can be labelled vintage. (And honestly I know that sound funny considering the word means old!) Even the markets I mentioned above have become increasingly more commercial. The internet has broadened our ability to shop everywhere and anywhere and ebay has helped us push the second hand world.
So in this chaotic world of online shopping and expanded vintage awareness I’ve decided to try and make it a little easier to understand the clothing in Chevali. My whole reason for being was trying to bring back the individuality, quality and choice into vintage. No smelly ‘Nannaville’ here. So here is a brief update on my new labelling system.
True vintage:
Something more than 5 years old that has been worn by one or multiple owners. This means that this item has been pre-loved, and in some instances customers should really expect signs of wear. These are sometimes the best pieces to own because they will be the most individual.
Modern Vintage
An item that is new or pre-loved but is 3 - 5 years old. The majority of these items will be pre-loved but occasionally I find a gem that has never been worn. These items will be from older collections.
Modern
A new or almost new pre-owned garment that is less than 2 years old in its design. This is wear most of the new clothing will sit and items that are in the best condition.
The Vie collection
A range of items from my own extensive collection accumulated over the years. More details are available on these items as the history is obviously known. Called the Vie range because they have seen life, some more than others. But either way they have made a large impact on mine!
I hope this helps you in shopping with me, or at least you found it interesting to have a think about what vintage means to you.
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