Kamil Shebli
TIMELINES: Vintage Re-Glamorized
How might we bridge the gap between mainstream and vintage fashion through an engaging and secure experience?
TIMELINES is an experience based service. It introduces vintage to a new clientele by immersing them in the eras where the clothing came from.
The point of TIMELINES is to introduce what clothing buyers consider a risky venture (vintage in this case) in a safe way, while still encouraging a sense of adventure.
This is done by having Zara, a trusted name in the mid-level fashion scene curate the vintage clothing to make sure it fits with their current offerings, and guide their customers on how they too can achieve these incredible looks.
Insight
Vintage is a deep source of great and valuable clothing, but the stores that sell it have deep-seated PR problems with the modern clothing buyer. These problems include knowledge, integration, organization, accessibility, time, and cleanliness. The vintage market needs to be presented in a new format that respects and guides consumers in their journey to discover the value of vintage clothing in an adventurous and meaningful way.
Idea
The best way to re-glamourize the vintage market, and to ease the tension between it and the mainstream clothing industry is to help them achieve unity. My project, TIMELINES, aims to bridge the gap in the fashion industry by having stores like Zara sell vintage in their stores in an exhibition style. This will allow the mainstream consumers to learn about the history and the story of the vintage garments they want to buy, while being assured of the cleanliness and value of these garments due to their brand loyalty.
Impact
This project will have many positive effects on different facets. The most direct impact lies in how it will increase the sales of vintage clothing by a considerable amount, which will lead to many great pieces of vintage clothing finding new homes and owners. It will also help change the public perception that vintage shopping has gathered in the last few years, and give it a modern spin for the new generations. It will also give consumers more options, and a newfound sense of value for mainstream brands like Zara.
