Let’s go on a treasure hunt...

Oh don’t we all remember those days, when the tiny emblem on the tag was everything, when we just had to covet something because of the name behind it. Branding has played an integral part in fashion, consumption and pop culture. Even though in the bigger picture, this facet of the industry will never completely disappear, we can rejoice that recent years have provided us with an alternative.

The new generation have taken on an almost paradoxical outlook on the art of ‘cool’. Cool is now the opposite of what is ‘mainstream’ and feasible, people are looking to have items that tell a story and emit an air of mystery.

Price is also important.  Statement pieces in the past, whether they are accessories or clothing, were revered for being costly, creating an image of elitism. Now coveting rare items that are well priced is where you want to be.

It seems that the anti-brand has become a brand in its self. Due to pop culture movements such as songs like ‘Thrift shop’ by Macklemore and socio-economic trends like swap shops and car boot sales, the rise in vintage popularity can be deduced to specifics like the world wide recession.

Whatever the cause, let us celebrate  because using and reusing fashion items that reinvent looks and styles over and over again add depth, sincerity and experimentation to a world covered in safe choices and readymade outfits.

Excuse the pun but bring back the gems of yesteryear to spice up a safe world filled with beige and boring, this trend is especially handy when it comes to jewellery. If you want quality buying jewellery always comes at a price but vintage pieces are more economical and more often than not, just way more beautiful.