Nostalgia Revisited: How vintage became relevant in fashion today.
There’s a special feeling that arises when you come across something that you don’t see very often. Your heart starts to race as you pull the piece from the rack and see the history of the garment. The way it’s torn at some places, or it its faded wash, or even a graphic that was once popular.
That’s what vintage shopping should be about. It’s finding a piece from a time period in the past and adding your own sense of personal style to it.
What exactly does vintage mean? Does buying something a couple of weeks ago make it vintage?
Nowadays, the term “vintage” can be seen as garments that were once popular in the past making its resurgence in the scope of fashion and its cyclical trend today.
Mia Besorio, editor of Acclaim Magazine says any form of fashion today will be considered vintage in the future.
“All innovations of style will inevitably become vintage, and the construct will always be relevant because fashion is cyclical.” Besorio said.
The idea of fashion having a circular arc has always been thrown around in the scope of trends today.
But with the recent emphasis on fashion especially when it comes to streetwear being the detrimental factor in pushing trends today, how are heritage brands becoming more relevant in fashion today?
Fashion has never become relevant than what it is today; and it’s due to the astronomical ascend of streetwear and its consumers driving the demand for designers to come up with new garments that will generate revenue yearly.
The deconstruction of a heritage brand such as Champion and merging it with the jarring taste of a high-end designer brand like Vetements have made the rise of vintage relevant in today’s market.
(photo courtesy of lookbook.nu, Champion x Vetements)
It’s the way streetwear craves this new phase of trends that have continued this wave for heritage brands making its way back in relevancy.
Jai Spence, co-owner of Vintage Marketplace, attributes the wave of streetwear as a major source when it comes to brands having a place in today’s market.
“I think lots of brands have tried so hard to stay away from streetwear but now realise to stay up with the trends they have no choice. “He said.
The collaborations of two seemingly different worlds in fashion today has broken down the assumption that high end was once seen as inaccessible and only for the upper class.
Besorio mentions the idea of diluting separated classes and having a more cohesive approach when talking about fashion as a market today.
“I like seeing high-end brands collaborating with accessible brands. It removes the classicism that is naturally evident in fashion.
Collaborations are momentary, yet they are effective. It humanizes the pretentious and inaccessible fashion houses and shows that they are for the people.”
A big factor catalysing the growing market for vintage collaborations is through social media, the way different fashion brands have found their pieces being worn by people who have a big influence inevitably rises the growing hype towards vintage collaborations.
Spence notes the importance of social media and celebrities such as A$AP Rocky endorsing these brands as a way to influence the general consumer.
(photo courtesy of vogue.com, A$AP Rocky x Guess campaign)
“In more recent times through social media the ‘influencers’ are even more relevant to brands.
Hip Hop continues to completely take over the fashion world and with the combination of social media it’s hard to see it slowing down any time soon.”
This idea of celebrity endorsement has proved to be effective. With Champion sales rising 15 percent in the last quarter mentioned by its parent, HanesBrands who said it to SGB Media.
So why are consumers reaching out for this new wave of vintage?
The strength of vintage greatly relies on its ability to be nostalgic.
Though the demographic for fashion today is generally around 17-25, those who weren’t born in that time period can look at a piece and look at the rich history while those who were alive in a specific era are hit with nostalgia from their own past.
It’s this constant push and pull between these two consumers that have solidified vintage as a market in its own right.
It’s the safety net of vintage that have made designers realise they can always look back on something and drawn inspiration before moving forward.
Designers such as Raf Simons have referenced vintage in one of his collections, paying homage to Joy Division, a punk band famous in the late ‘70s.
(photo courtesy of ln-cc.com, Raf Simons x Joy Division)
The world of fashion today is at a crossroad; with brands constantly referencing the past as a way to move forward, vintage brands collaborating with high end designers have effectively stumbled upon something special, celebrating the past by merging it with the future.
This new world of fashion can simply be described as two words; nostalgia revisited.
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