The status of luxury in all its forms appears to be an unsustainable model and consequently what makes the difference is something that possesses a little more history. A “historicized” piece, if we want to use a term referring to art and that identifies a certain period of time and a certain value, brings with it a lived experience that contributes to its preciousness. The “vintage” style is omnipresent, according to the great purists, here applied to clothes made in the second half of the twentieth century, while for accessories it can also be considered the first half, such as watches. From now on, the definition of vintage will no longer be limited to the synonym of what is "old" but rather to something used but that has a story with it, whether it be of a brand or of the person who wore the object. The offers on the market see the birth of numerous companies that deal with considering private used items and putting them back on the market, such as Vestiare Collective, Collector Square, Vinted, while for watches an example is Chrono24, but other more niche ones are being created, also specialized in less branded pieces but still of great interest for an audience that is willing to spend more sustainably.
Today people prefer to make significant purchases. This is why vintage is a lasting investment because it represents a piece of history, a unique piece designed to last. With the new generations and different lifestyles it seems the time has come to show everyone how beautiful it is to give a second, even a third life to old things, which are often the most beautiful. Vintage has a notion of timelessness that fascinates, a charm full of emotions. When we go hunting for a piece, we fall in love and we know that behind this piece of fabric there is a story, an experience.
Luxury brands are embracing vintage as a way to connect with younger generations
Even the most famous Maisons are dusting off their archives, re-proposing revisitations – with a bit of romanticism – with replicas, thus recalling the nostalgia of the 60s, 70s, 80s, and thus creating a wider community of enthusiasts around the brand to guarantee it a longer life. While it will be increasingly important to try to achieve success with Generation Z, who are even more ecologists of the millennials because they want to make a positive impact on people's lives, thus leaving an innovative mark on the world.
Sociological phenomenon of return to authenticity
So what is this wave of new consumers who avoid famous brands and look in the “dressing room” of the past for how to dress? A phenomenon that appears as a return to the values of a past crushed by rapid consumption and mass production. At a time when the air is heavy and the ecological climate induces anxiety, we miss the beauty of the past, a know-how that makes us feel good. Here the search for handmade products and a guarantee of quality wins. At the same time – despite the economic success of fast fashion companies – “made in China” labels are rejected because in addition to polluting the product made with low labor costs, it can greatly disturb respect for human dignity.
Vintage can reduce the environmental impact of the fashion industry
Times are changing, perhaps to the detriment of the values of the past. However, this awareness generates a new mode of consumption and a powerful act of environmental conservation. A way to directly contribute to reducing textile waste, one of the most laborious aspects of fashion sustainability. Furthermore, by decreasing the demand for new clothing production, buying vintage helps reduce the overall consumption of water and energy in the sector, subsequently strengthening its role in the fight against environmental degradation. With digital applications that encourage resale and second-hand, in the future it will no longer be necessary to hunt for vintage products in flea markets or in sophisticated auction rooms. Everything will be click-proof. And the offers will not fail to satisfy the new way of life that is emerging.
