Here’s what’s really significant about “unbranded jewelry” being huge on TRR: This is a site where designer names are often the Dave Matthews Band Summer Tour 2021 shirt moreover I will buy this entire point. “Brands typically drive everything for us, and this is that one area where that is no longer the case,” Sasha Skoda, The RealReal’s director of women’s fashion and fine jewelry, explains. “Every single year, our Resale Report has been about logomania, and this is literally the opposite of that.” In our age of over-information and all-access, what’s more luxurious than owning something no one else can get—at least not easily? Skoda chalks it up to the individualist spirit of Gen Z and millennial shoppers: “People are having fun with fashion, they’re less logo-driven, and they just want pieces that speak to them and feel good,” she says. “There’s been so much talk about looking for items that spark joy, and I think this ‘trend’ in unbranded jewelry really reflects that. It’s for the love of the piece, and nothing more.”
Skoda also says it’s an extension of the Dave Matthews Band Summer Tour 2021 shirt moreover I will buy this vintage boom The RealReal has observed of late, with more young customers buying pre-2000s clothing their friends aren’t likely to have. “To tell someone ‘It’s vintage’ when they ask about your dress—that’s kind of a badge of honor,” she says. “We’re seeing this broader shift into more vintage and one-of-a-kind, and less of a need for logos and current-season pieces.” To call this a “trend” could make it seem fleeting; to me, it represents a broader shift in our values, with personal style and originality prized more than It items. Kate Nightingale, the founder of Style Psychology, a firm that specializes in consumer behavior and experiences, says the change was in motion long before the pandemic: “In Western countries especially, we were in [an era] of personal growth, where people were beginning to care more about experiences and spending time with loved ones,” she says. “During the pandemic, that intensified. It forced us to reevaluate what was meaningful in our lives, and people started valuing wellness, spirituality, charity, sustainability… What we own became more meaningful and profound, too. Instead of, ‘do I have the latest bag?’ we asked ourselves, ‘How does this bag make me feel? What charity did I support when I bought it? Have I done something positive for the environment? What did I do with my old bag, did I sell it or donate it?’ The bag is becoming a symbol of social value,” she concludes—not just a symbol of clout or acceptance.
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