‘Ello again from London College of Fashion! This week I spent a lot of time studying what we will soon know as “the death of vintage.” That’s right, it’s time to start calling “dibs” on your granny’s old junk. Her old blazers and 1950’s cropped pants are soon to become an irreplaceable novelty that everyone will covet in the next 25 years.
Why, you might ask? Let me share with you what we learned in “Theoretical Fashion Studies,” which, by the way, is SUCH a nice break from W&M classes like “Managerial Information Technology” or “
Women [Feminists] in American Society.”
First, there used to be 2 seasons in fashion, a hot season and a cold season. Now stores like Topshop have 16 seasons every year. (This is starting to sound like a Virginia weather forecast, right?).
Second, there used to be an obvious separation between high fashion and mass-market clothing. Now mass-retailers copy runway looks and put them in stores faster than the designer labels. Hence, you can look “fashionable” on any budget… and your best friend is probably Forever 21.
The consequences of “fast fashion” or “disposable fashion” are quite clear. Consumers drive down prices when they purchase “copies” of couture. Retailers must sacrifice quality to offer competitive prices. Ultimately, cheaper things are easier to throw away. For example, an item purchased from Primark (a UK mass retailer) is worn only 2.1 times before it is thrown away.
Think about it. Do you really think your children will want to inherit your flimsy, grubby, $12.99 GAP t-shirts? Pit stains and all? I don’t think so. What about your favorite black, bandage mini skirt? I’m not talking about Kim Kardashian’s $400 designer version. I’m talking about the one you got for $7.80 at Forever21. Will it be worth anything when the dye fades and the fabric on the bum is pilly and tattered? Let’s be honest with ourselves. In the next 20 years the majority of our clothing will end up a) in the garbage, or b) at Goodwill.
Question: Will cheap clothes today ever become vintage?
Answer: Sadly, no. So hit up those vintage shops now, and pay a visit to your grandma. ASAP.