Anthropologie teams up with Traid to celebrate vintage fashion in London
Fashion reuse charity Traid is taking over Anthropologie’s King’s Road Gallery for two weeks to host an exclusive pop-up shop of vintage and second-hand womenswear.
Curated by Anthropologie head of creative Luella Lane and the Traid team, the initiative aims to encourage more Londoners to embrace pre-loved fashion, as new numbers reveal that 23% of clothes go unworn in the city. The exclusive collaboration will be presented in the Gallery within Anthropologie’s King’s Road store, which is a space that is regularly used to host events and showcase artists. But the brands will also put donation banks in six Anthropologie stores, including the Regent Street, Richmond, Spitalfields, Tunbridge Wells and Guildford shops, to help customers pass on clothes that are no longer used or wanted.
“I was a diehard thrifter while growing up in New York. It was all about the search, digging around to find totally unique pieces. I grew up surrounded by clothes passed down by the matriarchs in my family so when the opportunity arose to work with Traid, I jumped at the chance,” said Luella Lane, head of creative at Anthropologie. “We are really excited to be collaborating with Anthropologie,” added Enedina Columbano, commercial director at Traid. “Rightly, consumers are becoming more aware of the impacts of fast fashion and because every piece in the shop is reclaimed, it’s a truly sustainable way to update your wardrobe whilst reducing your fashion footprint.” The Traid pop-up opens in Anthropologie’s King’s Road Gallery on 29 July until 4 August 4.