Passion For Pre-Loved

Investing in pre-loved clothing and objects is an increasingly popular way to embrace eco-conscious living. Giving vintage items a second life reduces waste, conserves resources, and contributes to a circular economy. It also offers a unique path to a distinctive wardrobe and home, filled with vintage finds and designer pieces at more affordable prices. But is it truly necessary to constantly buy the latest shoes or "it" bag every season? The answer lies in adopting a lighter footprint and shopping more responsibly.

ELLE spoke with several of India's leading fashion and textile experts who passionately collect pre-loved items and champion mindful consumption.

MONICA SHAH, CO-FOUNDER & CREATIVE DIRECTOR, JADE

Monica Shah often discovers her favorite vintage pieces during her travels, relying more on intuition than planning. "It's not just the physical beauty of a garment or object that attracts me, but also the story behind it—the era it comes from (like Art Deco), or the cultural journey it has undertaken. Some of the rarest pieces I own were found during craft tours across our beautiful country, each carrying a unique story that I deeply value. Collectibles, after all, are vessels of history—stories passed down through generations," she explains.

For Shah, vintage fashion and sustainability are inseparable. "For me, it’s not just about style; it’s about intention. Choosing vintage is a more conscious, mindful way of engaging with fashion, standing in contrast to the rapid pace of excessive consumerism," she says.

One particular item in Shah’s collection holds special significance—not just for its beauty, but for its inherent magic. "My silver minaudière feels less like an accessory and more like a treasured artifact. It was gifted to me by a family of artisans I worked closely with in Rajasthan. The silver finish, the detailed work, the solid craftsmanship—it all reflects a time when things were made with care and designed to last," she shares.

PALAK SHAH, FOUNDER & CEO, EKAYA BANARAS

To celebrate Ekaya's 10th anniversary, Palak Shah launched the 'Second Chance' initiative. The brand invited customers to sell their pre-owned Ekaya saris, encouraging the extension of these garments' lifecycles. "Pre-loved purchases encourage a circular economy, but mindful shopping is key. I see people buying both pre-loved and fresh off-the-runway pieces, which defeats the sustainability cause," Shah notes.

The visionary behind the Banarasi brand has always preferred acquiring pre-loved items from physical stores. "I don’t use apps because I like to try on, verify and assess the quality," she explains. Shah owns a pre-loved Saint Laurent suit that she cherishes. "I absolutely love it. When you wear it, you know nobody else will have the same design. I also own a few vintage bags," she adds.

LAVINA BALDOTA, CURATOR, TEXTILES REVIVALIST

The crafts advocate, educator, and conservationist typically acquires old textiles and jewelry from antique dealers. She also purchases items from stores and online platforms like Etsy and 1stDibs. Baldota finds anything old particularly appealing. "Especially in my area of work as a revivalist, having physical samples is very important. Also, there is a lot of change in the yarns and techniques used now versus in the past. To use anything vintage, especially when it is a hand-me-down, has a lot of historical and emotional significance. Sustainability is an added benefit," she explains.

"Slow fashion, upcycling, and thrifting are not just trends but the need of the hour. Buying pre-loved and vintage is also a matter of celebrating the maker as well as the craft," she says. Baldota emphasizes that acquiring any valuable vintage piece requires an understanding of the craft, its history, period, provenance, and condition. "It is also important to evaluate the seller’s credibility. Many of the pieces I buy or own are for the preservation and promotion of our heritage," she shares.

PRIA KATAARIA PURI, FASHION DESIGNER

The kaftan queen sources all her vintage pieces from reputable vintage stores across Europe and the U.S. For Puri, the experience is tactile and intuitive, as she needs to touch and feel the piece before adding it to her collection. "I believe strongly in energy. Every garment carries a vibration from its previous owner, and it’s important for me to connect with that. I also closely inspect the quality, labels, and where it was made. Those details matter to me and they reveal so much about the story behind the piece," she says.

Over the years, she has collected about 12 to 15 rare vintage furs. "I’ve always felt that furs are the most glamorous and comfortable way to stay warm. But I made a conscious choice not to buy new fur—vintage allows me to honor the artistry without contributing to the harm of animals today," she explains. Puri also owns an impressive collection of vintage hats made from silk flowers, rare feathers, fur, and wool in 1920s silhouettes, which are nearly impossible to find today.

VIPUL SHAH, OWNER, GANESH EMPORIUM & DESIGNER, VIPUL SHAH BAGS

Vipul Shah's passion for vintage is inherited, as his family has been collecting textiles for three generations and are pioneers in thrifting, sourcing vintage textiles and garments. "Investing in pre-loved or vintage finds has become the most responsible way to consume now. In a world of fast fashion, where most objects and clothes are discarded way before their natural end, we need to think very seriously about what gives clothes or objects meaning and how we can extend their life or give them a second one," says Shah, who has created a line of jackets crafted from old appliquéd bed covers. "They look great, are sustainable and represent my quiet rebellion against the fast fashion age," he concludes.