After 90 Became Popular "Fake Old Age" Do Not Consider Buying A Retro Money?

After 90 became popular "fake old age" do not consider buying a retro money?

Although young people in their twenties have not experienced these times, they do not affect their nostalgia.

"After 90 has hair loss", "20 years old girl called himself an old aunt", "Buddha youth is beginning to keep in good health"......

Such topics have not been discussed in the past year. What is interesting is that all these old people who shout "old" are not 5 or 600 years old, but a group of young people who have just graduated or are still at school.

Recently, this "fake old age" wind has also blown into the fashion industry.

Vogue's editor Liana Satenstein pointed out last autumn that Instagram has started many accounts in the past year with the main contents of old fashioned archives and retro products. Most of these accounts are young people born in 1990s and 2000s. The content is mainly focused on retro fashion photos excavated from the deep network, the collection of old fashion magazines or the endangered fashion forum, including the retro Versace, the old Prada, Hedi Slimane's design director's YSL and the iconic Calvin Klein advertising image.

In addition, there are many pictures of classic films, such as the dreamy wardrobe of the old movie "Clueless", the woman's Cher Horowitz.

To put it simply, these images of the last century are being excavated by young people from the dusty corners of the Internet, and a new trend has been formed. Although fashion itself has circulation characteristics, this new trend is not revolutionary, but it is undeniable that young consumers are fascinated by these fashionable old photographs.

Dior saddle bag

Especially in fashion show, in recent years, many 1980 and 1990s designs have reappeared. Juicy Couture sportswear, Christian Dior saddle bags, yellow lattices and so on, all have the shadow of retro fashion. These are also loved by the "nostalgic" young people in their own Instagram.

Cher Horowitz

For the millennial generation, these retro style images can arouse their strong emotional memory.

This is also considered to be one of the main reasons for the popularity of retro style on Instagram.

@dzgaines, a 25 year old stylist assistant Daniel Gaines who runs Instagram account, said: "I first released these retro fashion archives purely for work, but then I started to like these images, and I think they are very interesting and attract me to study them."

He released content from the Gucci era of Tom Ford to the first batch of photos of supermodels, and then to the fashion film clips in early 2000, which resonated with countless fans in Instagram. Gaines explained that the reason why "retro fashion attracts us so much is mainly based on our nostalgia."

"Of course, innovation and the future are still the main topics of fashion," he added. "But I think whatever the trend is, when you are very young, everything looks cool to you.

But for my age, I think these interesting retro styles are more suitable for me.

"

Young people of the same age as Gaines constitute the two most popular consumers of the big brands: the millennials and the millennial generation.

These specific groups are the main force on Instagram, and the goal of fashion brands is to attract their attention, so that they turn from fans to loyal customers.

For example, in recent years, Dolce&Gabbana has adjusted its strategic objectives to more targeted young consumers, including Instagram as the main point of advertising and invited traffic stars to participate in the fashion show.

Jason Steward, owner of Instagram account @thatbagisfake, agrees.

The student, who is just 20 years old from Illinois, said that the content he posted on INS, whether it was retro style fashion show or music video from the previous era, most of them clicked with young nostalgia.

"My account may make consumers want to buy retro Fendi bags from eBay instead of just showing the new Prada at the end of the show, which is actually more personalized," Steward said.

Indeed, the retro images released by these accounts not only serve to attract users, but also enhance consumers' desire to buy antique products.

Gill Linton, founder of Byronesque, an ancient shop in New York, says Instagram can make Vintage fans find many fashions that have vanished, which is likely to change the buying pattern of future commodities.

"Although I hate the trend of herd mentality," Linton said, "it does make consumers interested in the original design of retro goods and designers, and the demand for retro commodities increases greatly."

At the same time, some well-known resale websites on the Internet are also beginning to store large quantities of vintage goods, and the speed of sales of these websites has been remarkably improved in recent years.

At the end of last year, the chief business Rati Sahi Levesque of The Real Real, a second-hand luxury goods consignment site, once said, "the 90s Dior women's dress is almost out of stock, and the sales volume of Manolo Blahnik's classic high-heeled shoes is also rising. Consumers' desire to buy them is as if they are the iconic works of this brand designer."

On this point, the conclusion of luxury resale e-commerce website, ancient shop and fashion expert is that the fashion is in the Renaissance Stage of 70s, 80s and 90s. The nylon knapsack introduced by Prada and the most famous saddle bag of Dior are the proof.

Whether it's from the old wardrobe, the old version of the original design or the new product purchased after the Dior 2018 autumn and winter show show, this nostalgia seems more enjoyable to the millennial generation, even though they are still very young.