SAILORETTE'SVintage Life & Style

The Kids are Alright: GiGi Vintage

Hi again, everyone!
The vintage features have returned, this time with a sneak at the trendy GiGi Vintage, since not all vintage is 1940s/1950s and newer shops outside the capitals deserve love too. Keeping up with the fun, colourful trends that have been everywhere in vintage, and looking to provide both vintage high street and designer labels, GiGi Vintage is an example of the new, technologically educated generation of vintage traders and shops to keep an eye out for. If this hasn't made you want to read through already, I'll now kindly ask you to
You founded Gigi Vintage London as a concept, a vintage shop and an online business. Would you please share a bit about its birth and growth?
I’ve always had an extremely strong passion for fashion and my love for vintage clothing and accessories has grown since my days as a young girl, raiding my mother’s and grandmother’s wardrobes.  Vintage clothing has become ever popular over the years for many reasons, not least because of the positive environmental impact, uniqueness, superior quality, craftsmanship and historical values.  Being an avid vintage clothing shopper, both in the UK and around the world, I just felt there wasn’t a vintage boutique reminiscent of high street stores and boutiques like Topshop or Asos – i.e. relevant to young catwalk trends, as well as selling more boutique-style pieces.  Furthermore, the ever-increasing success of E-tail meant that there was definitely a gap in the market for a modern style online vintage clothing boutique.  In my opinion there were no particular vintage websites that came to mind for being current (without compromising on the authenticity of the period pieces they sell), for being user-friendly AND for stocking amazing one-off pieces.  This led to the birth of GiGi Vintage (  I travel the world to handpick each individual product I sell and take pride in the professional and user-friendly website I created with the help of an established web designer.   The website only launched about 16 weeks ago, so it is still very young and fresh as a business.  Having said that, I’ve received astonishing feedback from customers and critics within the industry alike.  Prominent press coverage within reputable fashion publications and online blogs have also helped gain exposure for the brand and thus, a wider customer base.  I’m hoping the brand will continue to grow rapidly!

What does owning, managing and representing your own vintage shop & business consist of?
In short, my whole life revolves around GiGi Vintage; I eat it, sleep it, breathe it…  No day is the same for me and, as I am solely responsible for everything that goes on within the business, I have to make sure that every aspect is covered.  This means I am the buyer/salesperson/photographer/stylist/administrator/accountant/marketing manager all rolled into one, which obviously results in extremely long hours and often working throughout the night and over weekends in order to meet deadlines.  Having said that, I love being in total control of everything; choosing from where to buy my stock, selecting pieces to purchase, directing photo shoots, styling outfits and working with PR to build the brand image – it’s just incredible being able to express myself and my interests so ardently through my work.  More importantly, I find it so rewarding knowing that everything I do is through my own efforts.

How do you feel about the vintage market today, regarding the growth of the internet?
The vintage market is ever-growing and ever influential, but it is definitely at it’s most significant to date.  Vintage fashion was often an interest pursued by collectors and the likes, yet it appears to have filtered through to the younger generations in the form of everyday fashion.  It also appears to have become a worldwide phenomenon.  Vintage clothing, footwear and accessories are so much more easily accessible nowadays with more and more stores cropping up, as well as low-key markets.  These vintage markets and fairs have become more expensive for the public nowadays due to the popular demand of retro pieces, which means the fashionistas in today’s society are still seeking additional sources from which to stock up their wardrobes.  Naturally, the increase of E-tail has resulted in an abundance of vintage fashion websites appealing to the wider market, but finding the right ones at which to shop is still difficult.  The concept behind my online boutique was to create something user-friendly, clean-cut and professional with a modern twist to it.  My products may be vintage, but I didn’t want to create an outdated boutique that made shopping seem like a chore.  The online experience can be just as fun as long as you are shopping on the right website; and GiGi Vintage is definitely one of the right websites.  You can browse through the New In section, or keep on top of the latest looks in our Trends area, you can search for something specific, or browse the products by size…  Everything is neat and ordered for a satisfying session of retail therapy.  Not only that, but women can avoid the disapproving looks of sales assistants or the stresses of shopping in a jumble sale type store and shop online with GiGi Vintage at any time of day or night, from anywhere in the world!

Name your top five aesthetic influences/idols and tell us why. (One picture for each if you may!)
I’m afraid I don’t really have any fashion or style icons!  I certainly could not pinpoint 5 particular people, but my influences range from observing people’s street style to mixing key looks from the big fashion houses…  I love mixing old with the new and putting things together that are not necessarily the most conventional.

Please share a picture of your daily glamour/everyday wear and describe it!
My everyday style consists of casual vintage meets glam rock!  I love wearing a real mixture of pieces from pretty jumpsuits with grunge ankle boots and designer handbags to leather shorts and cropped tees with shoe boots.  I love injecting colour into my outfits too (black is just boring!) and the way I dress each day really just depends on my mood.  I’m a bit of a night owl and love socialising too, so dresses with a bit of glitz and glam are right up my street!  Big hair, big lashes and big heels…  That’s what I’m all about!

What do you fancy the most about being Miss Gigi Vintage?
Quite frankly, I just love doing what I enjoy the most.  Sounds really cliché, but I really couldn’t put it any other way.  I adore fashion and I adore vintage, so being Ms. GiGi Vintage and having full control over my business just means I am always in my element.  I get a buzz out of buying new vintage stock because it’s like shopping for all the things I love but without the guilt factor (it’s not my own wardrobe I’m satisfying after all, but those of the customers!).

Do you have a wisdom cupcake for the Sailors and Sailorettes reading?
Yes, I have a few!  Always embrace your own style and never be a sheep in the herd.  It’s all about living life for the moment and enjoying every challenge that is thrown your way.  Most importantly, don’t be afraid to follow your dreams; hard work and perseverance will help you achieve them! X

And guess what else? Gigi also created a special discount code for my readers, too! To buy that special item that struck your fancy at with 10% off, just enter SAILORETTES2010 at check-out - it'll be valid until November 11 2010!

Some season favourites from the store, that could also be taken as suggestions...

Cream cat-eye sunglasses

1970s woollen jacket

Off-shoulder bodycon dress

Pom pom faux fur coat

Lace collar tulip dress

Backless suede dress

Leather utility boots

Gucci suede and leather bag

You can also keep checking for their updates Facebook and Twitter <3

I hope you've enjoyed this one, it's been a while since I've done interview features. Lots of reviews and surprises coming up soon, don't forget to become a follower and subscribe to the newsletter to know about the news firsthand!

Mafalda xox

1 comentários:

Eva Maldita disse...

Love the Off-shoulder dress :) *

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Thank you for your comments & feedback!
Mafalda xox