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Hello SunshineIt’s time to leave the coat at home Spring is finally here!
HISTORY REPEATSWhy Vintage has made such a massive comeback and how to get the look.
WORK IT!What working in the fashion business is
really likeREADY,
STEADY,
GO!Get ready for race
season
www.belle.co.uk £2.00 May 2010
www.belle.co.uk April ¦ 1
C O N T E N T S
April 2010
www.belle.co.uk
www.belle.co.uk May ¦ 1
On the cover:
2- What it is
really like working in
fashion, we interview
vintage
store owner, Emma
Swinnerton to see if
owning our own
boutique is really as
glamerous as it sounds.
4- Get ready for spring
with the latest trends for
the sunny season.
10- Races season is upon
us, we look at some of the
hottest trends for ladies
day.
Features:
11- We look at the rise of
vintage fashion and of-
fer some tips on achieving
that perfect old look.
12- How fashion is moving
into the 21st centuary we
explore the world of
blogging and how it is
changing fashion forever.
May 2010www.belle.co.uk
BELLE
I N T E R V I E W
2 ¦ www.belle.co.uk May
Owning your own boutique may seem glamorous but what is it
really like running your own fashion business, Vintage shop owner
Emma Swinnerton talks to Anna Johnson about setting up her own
shop and her love for the past.
“We wanted to sell genuine vintage pieces instead of reworked vintage. A lot of the ‘vintage’ shops in Manchester and Liverpool, like Pop Boutique, have so many stores they struggle to stock them all and have to buy
to be different and go for original pieces.”
Walking into The Vintage Shop, Watergate Street, Chester is rather like wandering into an Aladins cave. Silk skirts, lace tops, sequined covered dresses and brightly coloured scarves cover every wall; antique dressing tables are buried under carefully displayed necklaces, earrings, broaches and even tiaras. The
elegance taking you back to a time when fashion was all about individuality and quality.
Shop owner Emma Swinnerton always dreamed of opening her own clothes store although she originally started out on a very different path when she went to study English and American Literature at Goldsmith College, London.
“After a year I decided it wasn’t for me and knew it was a now or never situation so I left University and went to do an intensive training course with Mac make up. After that I applied to London College of Fashion doing make artistry. That is when I really got into vintage fashion because most of our assignments were photo
shoots and instead of getting clothes from chain stores like Topshop we started scouring the vintage shops to make our shoot look more unique.”
With her love for vintage reawakened at college Emma returned to her home town of Chester in 2008 with the aim of starting her own business. She enlisted the help of her mother and sister and soon managed
the city centre.
“My mum has owned her own business for over 20 years now and she helped us a lot
with advice and we used her accountant. We did a lot of research before opening for example it was a good time to open a vintage store as lots of
celebrities had started wearing vintage, Chester has a large student population and there were no other vintage stores in the city.”
However starting up her new business was not
High council charges and the recession meant things would not be easy.
“You do not get support from the
“We wanted
to be
different
and go for
original
pieces.”
www.belle.co.uk May ¦ 3
council you have to apply if you want to change anything, like the shop sign or the colour of the shop. Plus council rates are crazy a lot of shops have had to close because they haven’t been able to afford them.”
There was also the problem of
and her sister had to go to London to get their clothes.
“We sourced a lot of our stock from Camden and went to antique markets but then we started to be approached by dealers in Chester who had heard about us through word of mouth, you really have to rely on people talking about you to get known.”
Now the shop has been up and running for two years the next step for Emma is creating the website.
“We are having a website designed by a friend, we wanted to do it sooner but it is very expensive. I already have a blog and a page on Facebook where
new stock. We get new things in all the time and if it is good stuff it goes really quickly so I keep a wish list of items customers are looking for and I have a mailing list so I can let them know if anything comes in.”
But the shop is not just about selling the clothes, they also give customers advice on how to care or their items, offer a clothes repair service and will
It seems The Vintage Shop’s
popularity is continuing to grow with more and more customers coming from outside Chester just to visit the store.
“We have customers who travel from Liverpool every week just to see what new things we have in. Once people know we are here whenever they are in Chester they will come in.”
Emma believes the shops success is because people are fed up with the
high street shops and throw away fashion culture.
“People like vintage because they are bored of the high street fashions and feel like they are getting value for money here, which they do not get from shops like Primark, people can invest in a piece.”
So is running her own vintage fashion boutique all Emma thought it would be?
“I always wanted my own shop but you never know if you are going to enjoy it or not until you try it. There are days when you get the pressures of owning your own business, like when all the bills come through but I still love it. I love meeting new and interesting people and having a chat with the customers.”
I N T E R V I E W
Above- Emma Swinnerton’s shop, bottom right- A display in Emma’s shop.
“I always
wanted my own
shop but you
never know if
you are going to
enjoy it or not
until you try
it.”
F A S H I O N
4 ¦ www.belle.co.uk May
Our
models show
off the
latest spring
fashions.
Step into Spring...
www.belle.co.uk May ¦ 5
F A S H I O N
Step into Spring...
C O N T E N T S
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F A S H I O N
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C O N T E N T S
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F A S H I O N
C O N T E N T S
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F A S H I O N
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C O N T E N T S
www.belle.co.uk May ¦ 9
F A S H I O N
S H O P
10 ¦ www.belle.co.uk May
Get set for race season 2010 with cute frilly dresses, luxurious scarves, extravagent heels
and of course those all important hats.
LadiesDay
www.belle.co.uk April ¦ 13
By Anna Johnson.
Since the start of the recession independent boutiques have been struggling to survive, with shoppers favouring the cheaper chain stores like Primark. But it seems that vintage shops have managed to buck the trend offering a cheap alternative to the mass produced ‘Fast Fashion’ on the high street.
The label of ‘Vintage’ can be given to any clothes from the 20th century that are considered wearable, but mainly refers to fashion from the 1920’s to 1980’s. The sudden rise in vintages popularity shows a backlash against mass produced clothing, proving people no longer want to be clones strolling down the street in the latest Ugg boots and Topshop T shirt.
Vintage items manage to retain a little romanticism; people enjoy
perfect pair of shoes or bag after hunting through the shelves for hours, buying vintage is buying an item that will live in your
wardrobe for years to come. The clothes are usually handmade and much better produced then modern day clothing that is quickly and cheaply made and is
our throw away culture.
And it’s not just students or those on a budget hunting for a vintage bargain, another reason why Vintage has grown so much in popularity is the celebrity factor. Kate Moss is one of vintages biggest fans, recently admitting she loves anything old except men. She even named her latest perfume after
the trend. Other celebrity vintage lovers include Penelope Cruz, Dita Von Teese and even bands like Kasabian and The Arctic Monkeys.
So for the latest look start raiding your grandmas wardrobe because
With the highstreet failing to inspire it seems
everyone from celebs to students are turning
to the past. Anna Johnson looks at why
vintage has made such a strong come back.
“Vintage items manage to retain a little romanticism; people enjoy the satisfaction
perfect pair of shoes or bag”
D I S C U S S I O N
www.belle.co.uk May ¦ 11
CAUSING ASCENE
T E C H N O L O G Y
12 ¦ www.belle.co.uk May
BLOGGING AND
The internet seems
to be taking over
everything and now
the world of fashion
is no exception, with
fashion blogging
turning the world of
design on its head.
By Anna Johnson.
After years of ignorance it seems
the potential of the internet, online stores such as Asos and Boohoo have started popping up everywhere, even social networking sites such as Facebook and Twitter are being used as a base for designers to show off their latest creations and gain recognition.
However one of the most
fashion is the blogging. There are thousands of fashion blogs online offering advice and commentary on celeb style as well as photos and reviews of catwalk shows. Some of the most popular blogs such as Moment and Catwalk Queen are run by fashion experts and offer daily style guides, but anyone can start their own blog, in fact it seems to be the more personal blogs that offer a more individual take on fashion which are really causing a stir.
One of the biggest blogs was started by an East London couple, Katie and Joe. Boyfriend Joe takes a photo of Katie everyday wearing
comments on the clothes. The blog has now become something of a phenomenon, the couple have been featured in several national newspapers and magazines and Katie now regularly gets sent free samples of clothes from major designers such as Marc Jacobs in the hope their designers will feature on the blog.
Other successful blogs include bryanboy.com, started by 22 year old Bryan from Manila, since starting the blog Bryan has
become a major industry player
shows, all expenses paid, just to hang out, he has even had a bag named after him by Marc Jacobs.
turning and designers are starting to listen to what the public want instead of dictating what we should be wearing. The internet has provided the next fashion generation with a voice and that voice is getting louder.
FLOGGING
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