Why would someone pay more for an old Prada handbag than for a brand new one?


The brief

To redesign Open for Vintage brand identity and e-commerce. At the moment, Open for Vintage is just another fashion e-commerce. The new design aims to position Open for Vintage as the reference brand in vintage fashion by curating and generating content that educates people about the unique value of vintage pieces.


The design proposal had the objective to position Open For Vintage as the reference brand in on-line vintage fashion. How? By turning the online shop in a " Vintage Fashion Magazine" that would help to educate people about the unique value of vintage pieces, their history, how to wear them, fashion icons... 


Vintage pieces are unique, most of the time you only find one sample of each piece, and in just one size, so the shopping experience has different requirements than those of a traditional fashion e-commerce.

All the touch points of the customer

with the product have to reflect the core values of the brand.