Birth control pills, Beatles and hippies - the 60s were a time of unrest, upheaval and change - and were long considered the definition of vintage fashion. This mood is also reflected in a kind of fashion and cultural revolution. The conservative social order and the prudish moral concepts had had their day. The world of fashion is constantly changing, but some trends prove to be timeless and are constantly being reinterpreted. The term “vintage”, which was long considered just a buzzword, is currently experiencing a metamorphosis . “Vintage” reflects the current zeitgeist like no other term and therefore stands for a social change that we feel very strongly today.
Vintage now stands for glamor and sustainability, two worlds that haven't really been able to mix until now - at least that's what the fashion world believed for a long time. Sustainability was still associated with green, boring organic fashion. While vintage struggled more with the dusty image of the 60s as a stubborn legacy. The fashion world lacked the vision to see sustainability as glamorous ! Both currents do not have to be parallel to each other if they work much better as a symbiosis.
As a fashion-savvy society, we have, thank God, now reached that point. The second-hand market for luxury goods has become increasingly important in recent years, particularly in the preloved vintage sector. More and more people are discovering the benefits that come with purchasing vintage designer pieces and also as an investment opportunity that is particularly valued by connoisseurs and collectors.
Coveted second hand & vintage clothing items are more in demand today than ever before. People used to go to the Hermès boutique to meet their need for exquisite items. Nowadays, the label “vintage” beats this exclusivity and gives rare pieces a completely new dimension. The special thing is that the probability of finding a particularly rare unique item that is no longer available in any store is significantly higher.
Nowadays it is no longer just the brand that plays the decisive role, but rather the history and originality of the used, historical brand clothing. In a time where individuality and uniqueness are valued, the personality behind these clothes becomes more important. Vintage fashion thus becomes an expression of authenticity and a style that is timeless and at the same time stands for sustainability.