Own a piece of fashion history

Standing out is even harder when it comes to clothing. Take a mass produced T-shirt, add a pair of boyfriend denims and take a selfie. That’s considered stylish. Two women, however, are hoping to bring vintage pieces to the market at affordable prices, so that fashion-lovers can stand out while also being fashion forward. Think along the lines of international couture such as Lanvin, Ralph Lauren and Dolce and Gabanna. Gwynne Conlyn and former media industry executive Susan Russell’s latest concept, Stuff We Love, based in Melville, is all about a stylish yesteryear.

Items on display at “The Stuff We Love” store in Melville, Johannesburg. The store offers customers a collection of previously owned, almost new collectable clothing. Picture: Alaister Russell

“Increasingly the concept of vintage and “previously-loved” clothing stores has moved into the mainstream, particularly in Europe, where it has become a complete passion,” says Russell. According to Tanya Demby, fashion and design consultant for auction house Stephan Welz & Co the most interesting styles you see on fashion blogs these days “incorporate a vintage piece with a contemporary blouse or trousers. This is a way of dressing that really sets the wearer apart from the rest. Vintage fashion auctions are amazing places to source rare or unusual items – names such as Fendi, Thierry Mugler, Chanel and Guy Laroche”.

The age of cheap, disposable, mass-produced fashion is over. People are increasingly looking for well-made, unique items they can personalise and incorporate into their own particular style, says Russell. “Vintage collectors collect for many reasons. Some see it as another form of shopping to add panache and individuality to their wardrobe. Others buy vintage they love to frame and display, which become talking points in their home,” says Demby.

According to Stephan Welz and Co, vintage items are also seen as a good investment. Recently, performing artist Lady Gaga bid on three McQueen Armadillo shoes at a cost of $295 000 (R3.6 million). In 2012, Christies sold an Alexander McQueen sculptural metallic mini dress for £79 250 and a Schiaparelli black velvet evening jacket from 1939 for £73 250. Earlier this year, a diamond-encrusted Hermès Birkin bag sold for £144 019 at a Christies Hong Kong auction.

Items on display at “The Stuff We Love” store in Melville, Johannesburg. The store offers customers a collection of previously owned, almost new collectable clothing. Picture: Alaister Russell

Stuff We Love owners say their store is curated in a quirky way, offering once-off items. “We love showing them off in a fun, beautiful way. It also goes without saying that we strongly advocate having fun with our clothes.”

The emphasis throughout the collection is on both quality and choice with something for every taste and across the price spectrum – a R50 silk camisole can sit quite happily alongside a Dolce and Gabbana cocktail dress of several thousand rand. The common denominator is that the duo try to capture the spirit and pure pleasure they find in hunting down treasures for customers.

Items on display at “The Stuff We Love” store in Melville, Johannesburg. The store offers customers a collection of previously owned, almost new collectable clothing. Picture: Alaister Russell

Top tips when buying vintage, according to Tanya Demby:

•  The difference between real-deal vintage garments and used clothing: Real vintage is at least 20 years old and should still have a label inside. If it doesn’t have a label but is an exquisite piece that has history to it, I would still consider it. The quality and condition should be superior, with minimal staining and damage. Wearing a vintage piece represents holding something precious from the past.
•  Spotting a timeless piece in vintage clothing: There is a lot of crazy vintage which could almost be considered costume, but if you can imagine yourself wearing it in a contemporary way – perhaps with a pair of jeans or sexy heels together with a confident attitude – most pieces can look classic. And don’t forget, you can always remove the shoulder pads and shorten the hems to make pieces look more youthful and chic.
•  Taking care of a vintage piece: Hand-wash your beaded pieces in cool water. I made the terrible mistake of sequins melting off a 1940s shift dress by mistakenly putting it in hot water. Nurture a relationship with a great dry-cleaner. When you receive a freshly laundered piece of vintage that smells clean and lovely, there is no better feeling.