What The Founder Of A Vintage Tale Thinks Of The Pre-Loved Fashion Industry In Singapore
Azzura La Mantia, founder of A Vintage Tale, the luxury vintage store in Singapore, shares her insights on the current pre-loved fashion industry.
Her cred: The Sicily native is behind A Vintage Tale, one of Singapore’s most heavenly vintage boutiques that’s located along Joo Chiat Road. Opened in 2018, the glamorous yet fun space stocks plenty of authentic designer treasures from brands such as Yves Saint Laurent, Chanel, Roberto Cavalli and more.
How she started: “I was interested in fashion from a really young age. My grandmother had a boutique in Sicily so I’ve always been in love with silhouettes, fabrics and patterns. After my studies, I landed my first job as a deputy manager in a multi-brand boutique. From there, I started working in fashion showrooms for labels such as Etro where my main role was in visual merchandising. I’ve been in this industry for nearly 20 years now. What drew me in was the vast variety of styles and the different brilliant and artistic minds behind fashion houses. I've been following several since I was young and have watched them evolve.”
On what she misses most about industry from when she started: "There was a stronger emphasis on quality with products often featuring superior craftsmanship and materials. This ensured a higher standard and durability that distinguished luxury fashion from other segments."
On the fashion industry today: “It’s great that fashion has become more accessible – everyone deserves the chance to dream about and experience beautiful clothes. A stunning dress can make anyone feel special and valued, and fashion shouldn’t be exclusive. However, the prevalence of fast fashion with its poor-quality imitations can compromise the artistic integrity and craftsmanship that make fashion truly remarkable. Balancing accessibility with quality is essential to preserving the true essence of fashion… The shift can be traced back to the broader trend of different industries embracing mass production. In the pursuit of reaching a larger audience, many brands have prioritised quantity over quality, which can dilute the craftsmanship and attention to detail that are the hallmarks of high fashion.”
READ MORE: The Ultimate Guide To Thrift Shops And Vintage Stores In Singapore
One thing that fashion’s gotten right today: “The crossover of fashion into other industries such as interior design, hospitality et cetera… This evolution reflects a more integrated approach to creativity and luxury, making the fashion industry a lot more dynamic.”
On the industry changes she’s like to see: “I’d like to see a greater focus on reducing waste. Emphasising more sustainable and conscious production practices would not only benefit the environment, but also promote ethical practices within the industry.”
On Singapore’s preloved fashion movement: "The rise of thrift stores here – especially those run by Gen Z – is a fantastic development. These shops not only bring a fresh and youthful perspective to fashion, but also make vintage trends more accessible. For those who appreciate vintage fashion, these stores offer a chance to engage with styles that might be out of reach due to high prices. It’s great to see how this movement is democratising fashion."
How she stays relevant: "Even vintage fashion dealers need to adapt to the changes in trends and culture. For example, we initially focused more on clothes from the ’70s and ’80s because those are my personal favourite eras. However, we’ve started expanding the store’s selection to include pieces from the 2000s as we’ve been receiving more requests from younger clients for designs from that period… Besides that, I just try to be myself and stay authentic with my customers."
What people should know before entering the industry: “One of the harsher realities of this industry is the immense amount of sacrifice required. It demands unwavering focus and vigilance across all areas, from creative to administrative tasks. The amount of time and energy invested into starting a business in the fashion industry is immense, and can be challenging and all-consuming.”
HAIR TANENGCHONG/KIZUKI+LIM MAKEUP ALISON TAY, USING MAKEUP FOREVER
This article first appeared in the September 2024 Nostalgia Edition of FEMALE