Vintage Fashion has always been a staple in the fashion industry; but in the past few years the realm has been powerfully taking the industry by storm. All over social media you can see the prevalence of the rise of vintage fashion; and the influx of both new and seasoned supporters displaying their true love for vintage.
Despite the growth in the community; the rise in popularity has many people questioning why?
Why is vintage fashion so popular?
Is this a trend for some; or a phase for many?
Now, the answer to this question is not a quick explanation. There are several layers and factors contributing to the growth and interest of vintage fashion; and the resale fashion industry as a whole. In 2017, speakers at the NARTS conference; a nationwide conference for resale fashion business owners and consultants spoke about the rapid growth in the resale fashion market; and how it was predicted to surpass fast fashion by 2025. Around that time the online marketing was growing, people’s interest in resale were peaking; and they predicted that we would begin to see a noticeable rise in the resale market. In modern day, we are witnessing a lot of those predictions come to life; but to completely answer this question; there are still more pieces to the puzzle to put together.
The Power Of Social Media & The Digital Online Space
Social media is such a powerful tool that can greatly influence the buying behavior of consumers. The growth in the resale fashion industry online combined with the emergence of new social media platforms, and the pandemic all play big roles in the rise of vintage fashion. Before the pandemic the resale fashion industry was predicted to surpass fast fashion; and grows vastly; but the pandemic produced a surge in online vintage stores. During that time we were seeing a lot of people start vintage stores on instagram; and they even coined the name “Instagram vintage stores”. People were selling directly from the Instagram platform; and selling via live became increasingly popular during this timeframe.
In addition, reselling platforms such as Depop & Poshmark gained a lot of traction; with new users joining their platforms; and using social media apps such as Instagram to promote their businesses.
Along with surge in online stores and resellers; there was also a rise in community platforms forming on Instagram dedicated to people who love thrifting, vintage fashion or for those who sell on reselling platforms. After the pandemic, various community platforms and online stores stopped because they were most likely a passion project; or a way to make money during the pandemic. On the other hand, others took their platforms to the next level creating branded websites, offline stores; or markets and events.
Vintage Bags
Instagram wasn’t the only social media platform where we were seeing proof of the popularity in vintage fashion. Vintage shopping trips, hauls and thrift hauls became huge on both YouTube and Tik Tok.
All of this social media promotion of vintage fashion throughout the years; especially during and after the pandemic has created a snowball effect. People became inspired and extremely curious to shop vintage; or to start their own platforms due to the growing social media promotion, aiding in the increase in popularity.
In Lynn Massachusetts, a boutique store opened for over 30 years went viral on Tik Tok; for a blowout sale they were having of Y2k dead stock pieces. The video went viral; and the next day the store was flooded with shoppers looking for one of a kind pieces. I went to the store weeks later; and the store was practically wiped out. Gen-Z’s adoration for Y2K fashion demonstrates the power of social media and the love for vintage fashion.
Vintage Pieces Are Unique & Add Character To Your Outfits
We are starting to see a shift in consciousness with the way people view fashion; and personal style. After years of chasing fast fashion micro trends; and desperately striving to keep up with the joneses on social media; a lot of people no longer have a desire to wear what everyone else is wearing. There is a lot more discourse around personal style; which is empowering people to view fashion through the lens of self-expression.
In addition, people are awakening to the realization that following the mainstream trends; has caused them to abandon their own sense of individuality. With the rise of vintage fashion especially via social media; people have become inspired to shop vintage due to the promotion of finding rare and unique items. People love the style exploration that vintage fashion provides them with by challenging them to try styles that they may have never considered; or even seen before. The unique touch of character that vintage finds add to an outfit allows people to create more signature personalized style choices; which is something deep down many people crave. When you put on an outfit; you want to feel.
Fashion Inspiration From Past Fashion Eras
In the fashion industry; styles and trends from the past are always being recycled. The increase in vintage fashion has influenced people to find what eras speak to their style the most. Instead of vintage inspired styles; a lot of people rather discover real vintage finds from those eras. There is a fascination with exploring fashion eras that people either didn’t get to live through, we’re born in but they were really literally; or they did get to live through and they still love the fashion from those times.
For example, everyone is always discussing Gen-Z’s infatuation with early 2000s styles; and while some of it is due to the mainstream promotion of these trends in modern day fashion; a lot of people from this generation have a genuine appreciation for the styles from that era. A lot of them were babies or little kids during the early 2000s; so they didn’t get to experience the fashion from those times; so now they are able to thrift for vintage Y2K; and find ways to implement these styles into their personal style.
When you gain fashion inspiration from past eras; you also have the chance to learn about fashion icons from those timeframes; and that also can spark interest in vintage fashion.
The Power Of Nostalgia
There has always been a fascination with the past; and a reoccurring theme of nostalgia. Your own life experiences, or pop culture from a different era can spark someone’s love for vintage fashion. For example, I remember my aunt wearing the most iconic outfits in the 90s and early 2000s; and now she is someone that loves to give me some her favorite vintage pieces that she knows I will adore. Another example is, perhaps you loved shows or movies from the 90s; and you remember the fashion that they would wear; that too can spark your interest in vintage fashion. In the 90s, the Fresh Prince of Belair and The Nanny were really popular shows in the 90s; and both Fran Fine and Hilary Banks are the styles that both of those characters were have made a statement in fashion that has transcended the rest of time.
Music and artist of past eras can also spark an interest in vintage fashion; and can greatly influence your style choices and decisions. If you weren’t alive during a particular era; or you were too young to witness it; you may find yourself feeling inspired to your recreate signature looks from those eras.
Individuality & Personal Style
One of the reasons why some people engage in thrifting is because of the positive benefits it has on their individuality and personal style. This same sentiments is felt with vintage fashion; vintage fashion encourages consumers to reimagine and create new ways to style their items. This style experimentation grants consumers with the experience of creating cool signature outfits that express all of the different pages of their personal style.
Better Quality
Vintage Fashion has a reputation of being of higher quality than a lot of modern day fashion. People want to invest in clothing and accessories that they can wear for years; and not something that will break or tear after a couple of wears. Yes, some vintage can also be extremely delicate or worn in appearance depending on the care it was given; but a lot of pieces are still in great.
In addition, many people restore vintage clothing and accessories; such as bags because even though they may be worn in appearance the material that they are made with is still of better quality.
Promotes Exclusivity
People love the feeling of exclusivity; and knowing that they own something that a lot of people don’t possess. This is one of the reasons why vintage finds are often called gems; because of their appearance but also due to their rarity. The exclusivity of vintage fashion makes people feel like an item was made just for them; and it subconsciously gives the item and the vintage shopping experience more value.
Unlike fast fashion promoting common mainstream trends; vintage fashion unique proposition is the fact that the finds are rare; and sometimes one of its kind.
Community
After the pandemic people have been yearning for community more than ever. Family and Friendship dynamics may have changed; along with people’s perspective of life and personal values. A lot of people are beginning to conceptualize the power of community; and it’s also something that is currently missing is so many peoples lives. In the resale fashion industry community has always been valued; and during the pandemic stores close cutting off that community aspect. I know whenever I go to the thrift store, I always find myself in a long conversation with someone else. It can start off as simple as someone telling me they like something in my cart; or asking me for my honest opinion on an item that they contemplating on purchasing. I have met people who have spoken life into my career endeavors at the thrift store; who have referred me to people, places and opportunities. I’ve had people share their life testimonies with me; I’ve had people see me in front of the mirror trying on my items and come up to me and state, “You should get that it looks so good on you”. Even if you aren’t a social person; simply being in the store hunting for gems with others creates a feeling of belonging within you.
At my local thrift store sometimes I will see the same people come in; and simply smiling at them; or greeting them hello can truly make their day. Thrift stores and vintage stores unite different races, genders, and age groups together; reminding us that despite the differences; we still share a common joy that brings us all together. This is important especially if you live in countries that try their hardest to divide and conquer; and separate people by their differences.
This is one of the reasons why we are seeing an increase in offline vintage markets, or offline vintage events because vintage store owners and entrepreneurs understand the importance of creating more opportunities for likeminded individuals to gather, shop and potentially network.
Fostering community is vital in life; and the beauty of vintage fashion is an individual not only gets to walk away with gems; but they get to feel connected to others.
The Unique Shopping Experience
Vintage Shopping is one of the most unique shopping experiences ever. It encourages you to reimagine items in new ways and try new styles; more than any other shopping experience. People love that treasure hunt feeling and the excitement of not knowing that will find. The abundance of new gems produces an emotion of wonder making people want to shop more and more. For a lot of people vintage and thrift stores are there third space; this is the place they go to have fun, relax, be one with themselves; and engage in an activity outside of their home or job that they love.
Initially when people think about where they can find vintage; vintage store; or thrift stores used to be the first spaces to come to mind; but the vintage market has evolved. Nowadays people have the option of shopping online; via reselling platforms, at offline markets or events. Offline market places have grown significantly in popularity in the last couple of years; with some people creating strong brands around them. Instead of creating a brick and mortar store; some vintage enthusiasts have created vintage markets that commence periodically throughout the year. The expansion of vintage shopping gives people the chance to explore so many cool ways to find vintage; while also attracting newcomers.
