In the digital age we are now living – it is a direct juxtaposition to the vintage life we all lead – we may wear girdles and dream of driving cars from 1955 but we post about it all and shop for it online!
I of course own a vintage inspired boutique – which is predominantly online. We attend events, have concession stores and hopefully we will look at pop up boutiques. I shop online too. I am always looking for vintage pieces on Etsy, or scrolling Facebook pages for amazing one offs, never mind all the amazing repro brands out there! Yes we stock a number of them – but sometimes you want something you don’t have! It’s a thrill, now we don’t always wear vintage, I am prone to the joggers, glasses and vest top, while slobbing around in the house, and that’s what’s even more interesting, we can be purchasing these fabulous frocks from the 40s yet living in a very un-40s way!
I love it! its all about contrast, mixing old and new worlds. The same goes for vintage, now there are some vintage snobs out there, who really dislike the idea of repro. I get it – you want to be authentic. But is it authentic that you are posting the photos of you sporting your amazing wears on Instagram? No! Repro has a firm place in the vintage world, they are produced with new technology, making them machine washable (yipppeee) and to modern day sizing – meaning you can be over 5ft3 and a UK10 to wear them.
Just as much as we adore shopping the digital way, it is nice to touch and feel, plus try on – of course I get that. But some days, you just want to sit at home, and do nothing . What better way of feeling like you have achieved, even something small – than when you score that fabulous Mexican jacket for an absolute steal price online. It opens up the world to us, we can shop in Australia, America, France, we can chat to other like-minded people across the globe and see how they are representing the vintage life.
I love that we mix and match our lifestyle, and have created anew vintage, not a crappy 80s does 50s but a new authentic way of being vintage mad! Long may it live, and screw what Orwell said – the digital age has its perks – like a 50% off sale on shoes you just need to have…. in America!!!!