amandainvermont
VFG Member
Fashion journalist Alice Kodell and public relations veteran Carmen Haid, formerly at Celine, plan to take vintage fashion global with the launch in January of Atelier-mayer.com, a site dedicated to 20th- and 21st-century fashion. They are hoping to make it the vintage equivalent of Net-a-porter.com, the leading luxury fashion site.
The site has worked closely with specialist dealers and will feature pieces by the likes of Yves Saint Laurent, Balenciaga and Courrèges. Much as with Net-a-porter, customers will be able to order pieces and have them shipped directly to their home. It will have an editorial angle, too, with features and interviews. Some of the items will also be available on loan.
Ten years ago, vintage clothing was a marginal concept for the initiated few. Today women of most ages and demographics have a piece of vintage in their wardrobe. Retailers from high-end to high street stock it. The term has been extended to incorporate everything from 1990s Levi 501 jeans to Claude Montana suits, and the market at every end continues to grow. Indeed, vintage – like a classic winter coat, clutch, or everyday pair of jeans – has been redefined and rebranded as a staple fashion category.
The site has worked closely with specialist dealers and will feature pieces by the likes of Yves Saint Laurent, Balenciaga and Courrèges. Much as with Net-a-porter, customers will be able to order pieces and have them shipped directly to their home. It will have an editorial angle, too, with features and interviews. Some of the items will also be available on loan.
Ten years ago, vintage clothing was a marginal concept for the initiated few. Today women of most ages and demographics have a piece of vintage in their wardrobe. Retailers from high-end to high street stock it. The term has been extended to incorporate everything from 1990s Levi 501 jeans to Claude Montana suits, and the market at every end continues to grow. Indeed, vintage – like a classic winter coat, clutch, or everyday pair of jeans – has been redefined and rebranded as a staple fashion category.
