Following the social media boom, searches for the fashion designer’s vintage corsets, jewelry, and other items on resale sites have surged.

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First, TikTok lights, then TikTok yoga pants, and finally TikTok necklaces this summer: the three-strand Vivienne Westwood pearl necklace debuted in 1990 and has now appeared in certain fashion corners of the app.

This necklace injects a little punk element into the original pearl. It is one of many Westwood vintage items that find young fans online. This is due to multiple factors: famous brand boosters (Rihanna, Zendaya, Dua Lipa, Bella Hadid) And Manobal of Lisa K-pop band Blackpink, to name a few); the nostalgia for costumes made in the 90s and mid-2000s; and the revival of a fashionable anime TV series called "Nana" of that era.

The play was released in 2006 and is based on a manga series by Japanese writer Ai Yazawa. It tells about two women in their early 20s, both named Nana, who met on the train and became roommates. One of them is the female anchor of a punk band. She wears a lot of Vivienne Westwood jewelry and costumes.

Skylar Rae Echard, a 20-year-old student in New York City, said: "I was obsessed with sex pistols. In high school, a friend introduced me to "Nana". This song combined It’s my love for punk music and Vivienne Westwood.” posted information about the brand and the show on TikTok. For her, Westwood-corset, low-rise pants and pointed jewelry-"has long been the definition of avant-garde cool."

Sydney Brams, 23, from West Palm Beach, Florida, said that one of her most popular TikTok videos is a Westwood corset she bought at a thrift store for $65; similar His works can be sold for hundreds or even thousands of dollars on Depop, 1stdibs and eBay. Ms. Brahms said that finding such a work in a store "is like finding a unicorn."

23-year-old Miria Adams, who owns an online antique shop called Studded Petals, saw a similar reaction when she posted a video in which she opened a tight skirt from Westwood in 1991 . "I have been a fan of her since I was a teenager, and I appreciate that her work is unique," she said.

For some consumers, buying Westwood's second-hand clothes and accessories is not only in line with the transition to sustainable shopping, but also in line with the designer's own climate change activism. The designer is a spokesperson for the environmental organization Climate Revolution and has protested political issues on and off the runway, such as hydraulic fracturing and Brexit.

Emily Vu, a 24-year-old social media manager in Los Angeles, said: "In my opinion, I am doing my part for our environment. I am very happy to support a brand that has the same ethical values ​​as me." Angelis on TikTok Announced her acquisition of Westwood on.

Some fans are more focused. "I like her jewelry because of'Nana', and I admit it," said 23-year-old Caroline De Moura Gomes, who lives in Lyon, France. In the TikTok video, she investigated her collection of branded round bead earrings and armor rings and the corresponding scenes in the anime.

Tahsin Zahra Hussain, a 20-year-old fashion student in London, first discovered Westwood's work through Tumblr, but it was not until she started watching "Nana" that she learned about the individual pieces. In the animation, she stumbled upon the designer's Rocking Horse shoes, which she later bought and revealed in the unboxing video on TikTok.

It is not uncommon for products to become popular on TikTok and trigger consumer enthusiasm. Fashion is no exception: pleated tennis skirts and Prada platform loafers are popular products after receiving enthusiastic reviews on the platform.

The enthusiasm for Westwood has led to an increase in search volume on resale sites. "Between December 2020 and January 2021, we saw an 80% increase in queries to Vivienne Westwood, and it has remained stable," said Michael Ford, a senior trend researcher at Depop, citing celebrities as a driving force.

Poshmark has seen similar interest. "Search volume has increased by 131% compared to last year, and Vivienne Westwood's bags have increased by 310%. The term "pearl necklace" has risen by 38%, and we assume that TikTok has an impact on driving demand," said Steven Tristan Young, the company's chief marketing officer. Say.

Christopher Di Pietro, Vivienne Westwood's global brand director, said: "We are obviously happy that another generation has discovered Vivienne's work." "Young people always find her passion and unique vision very attractive." (The designer himself cannot publish. Comment.)

The idleness of the pandemic also played a role in the rise of shopping inspired by TikTok. "Due to the algorithm, I have been exposed to more things I would buy," Ms. Hussein said. "We have been sitting at home, and there is nothing to spend except material goods, so if I see a work that I think is beautiful, I will get it."