Topshop's "Vintage Bazaar" isn't technically vintage.
Courtesy Image
Topshop is jumping on the thrift bandwagon, devoting its entire landing page to the thrift trend in a dizzying array of retro-inspired pieces.
It’s certainly not the first time a fast-fashion retailer dipped into the appeal of vintage. But whether its Asos, in its vintage marketplace; Urban Outfitters, in its Urban Renewal line or any of the many vintage Levi’s items culled for modern wear, and Nasty Gal, which started as a vintage store and maintains an assortment of vintage selects; they all have one thing in common — it’s actually secondhand items.
who wants to drag topshop for marketing new products as “thrifty” and “vintage” pic.twitter.com/BiaE9lpgy3
— Lauren Black (@laurenblackk11) January 20, 2020
Promising new pieces and prints with a “thrifty attitude,” like a Nineties-inspired shoulder bag or a yoke frill blouse, Topshop’s web page sends a validating message to the secondhand market, one already rippling through Wall Street as luxury resale alone is projected to surpass $50 billion by 2024, according to CB Insights. Secondhand has staying power, and fast-fashion wants in.
WWD reached out to the fast-fashion retailer for comment but didn’t hear back prior to publication.
On the company’s style blog, a lively message prefaces the five suggested ways to style the collection including looks such as “collegiate chic” and “fembot cool,” saying: “you will totally get away with saying ‘it’s vintage.’ We won’t tell if you won’t.” Industry sources in the sourcing space have shared fears expressed by fast-fashion companies in a time when some consumers, particularly younger generations, are veering toward thrift [instead of fast-fashion] as another means to access value and trends.
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