Linterest in the fashion second hand it seems to know no boundaries. After the great success of apps like Vinted And Vestiaire Collectivenow it is TikTok the platform on which they proliferate vintage shops of every kind and at every latitude. With over 185 million views for the “vintage shop” hashtag, the ByteDance social network is the last frontier for fans of used or archival clothing, who can discover new addresses, forgotten collections and emerging realities that have made of the search for clothes that have passed their mission. To buy with more and more awareness, giving life to an original and unique wardrobe, rediscovering the love for fashion.
Lovers Lane Vintage, hidden gem in London
At first glance it might seem like one of the many second-hand stores that fill the sidewalks of Portobello Road. Lovers Lane Vintageinstead, it is a small reality to discover and get lost in. The selection is large and well-kept, with a particular passion for the work of designers such as Roberto Cavalli, Fendi, Chanel, Gucci by Tom Ford, with garments made between the late 90s and early 2000s. In the London store (which also sells through its own social channels) there are many branded garments, denim creations and above all collectible It Bag. Like the one chosen by the influencer and journalist, as well as a great lover of vintage, Camille Charrierewho bought a Christian Dior trunk with a monogram and heart-shaped pendant here.
The vintage shops of the Big Apple
They were the first to give shape to a shared and recognized language on TikTok, finding in Gen Z and younger users a very receptive audience to this type of content (and aesthetics). Passionate about clothes second hand since she was a child, Emma Rogue opened the store of the same name a little over a year ago in the Lower East Side of Manhattan. With almost 190,000 followers, Rogue is recognized both for a curated selection of 90s and 2000s garments, and for collaborations with emerging realities, establishing itself as a point of reference for young New Yorkers. Emma herself has become the face of the store, thanks to the format in which she interviews her customers, conversing about trends and obsessions of the moment.
Two other very popular New York companies on TikTok are the fruit of female entrepreneurship. Tired Thrift, based in Brooklyn, was opened by two cousins in their twenties and is known for corsets, T-shirts with fun prints, colorful dresses. Online they show the behind the scenes of the management of a shop, the everyday life of the clothes to be searched and arranged, the sales and the vintage treasures they keep. Funny Pretty Niceinstead, founded by 26-year-old Natalia Spotts, it has become the emblem of a feminine and colorful aesthetic, managing to build a solid online and offline community.
For It Shoes worthy of Carrie Bradshaw
Nou it is much more than just a jewelry brand. The founder of the brand, Lexihas in fact transformed her TikTok profile into a little corner of paradise for all lovers of vintage heeled shoes signed Dior, Fendi or Gucci. The result of in-depth and constant research between flea markets and online, sling backs, knee-high boots and décolleté are then put on sale on the Nou websiteavailable in small quantities that go regularly sold out. Collector’s items that cannot be missing in the wardrobe of a contemporary Carrie.
TikTok thus contributes to the success of vintage shops, a favorite destination for the new generations.
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