Before I started organising vintage markets over twenty years ago, I worked as a Personal Shopper at Selfridges in London and as a fashion stylist. Every day I helped people discover clothes that suited their personality, their lifestyle and, most importantly, made them feel confident. One thing I learnt very quickly was that the most stylish people weren't the ones chasing every new trend – they were the people who understood what suited them and wore it with confidence.
That philosophy has stayed with me throughout my career and it's one of the reasons I love vintage fashion so much. Shopping vintage gives you the opportunity to create a wardrobe that's completely your own. Instead of wearing the same dress or jacket as thousands of other people, you can build a collection of pieces that reflect your personality and tell your own story.
One of the things I hear most often is that people find vintage shopping a little daunting. Unlike the high street, where every shop is laid out in the same predictable way, vintage shopping is all about discovery. That's part of its charm, but it does mean you have to shop a little differently.
1. Keep an Open Mind
One of the things I used to say to my clients at Selfridges was, "Don't become too focused on finding one specific item." If you walk into a vintage market determined to find a black linen jacket in a size 12, you're probably going to spend the whole day overlooking everything else.
Vintage has a wonderful habit of surprising you. Some of the best pieces in my own wardrobe are things I had absolutely no intention of buying. I simply spotted them, tried them on and knew they were coming home with me. That's the joy of vintage shopping – the best finds are often the ones you never expected.
2. Learn to See the Potential
Working as a fashion stylist taught me that very few people can look at a garment on a hanger and immediately imagine how it will look when it's worn. A dress might need a belt, a jacket can look completely different with the sleeves rolled up and a simple silk blouse can suddenly become the perfect outfit when it's paired with your favourite jeans.
When you're shopping vintage, try not to dismiss something too quickly. Look beyond what's in front of you and imagine how you would wear it. Some of the most beautiful pieces are the ones that need a little imagination.
3. Dress for the Life You Live
Perhaps the biggest lesson I learnt during my time as a Personal Shopper was that people often buy clothes for the person they wish they were rather than the person they actually are.
We've all done it. We buy the glamorous dress for the dinner parties we never go to, or the fabulous heels that spend more time in the wardrobe than on our feet. Instead, buy the clothes you'll genuinely enjoy wearing. If something makes you feel confident, comfortable and completely yourself, chances are you'll still be reaching for it years from now. Or, if you're like me, you'll wear a massive frock to Tesco just to give it an airing, or a gold dress to a casual dinner with the girls.
That's what I love most about vintage fashion. It's not about following trends or filling your wardrobe with more clothes. It's about discovering those wonderful pieces that somehow feel as though they were waiting for you all along. Every item has had a life before yours, and when you find the right one, it becomes part of your story too.
About Judy Berger
Before founding Judy's Vintage Fair, Judy Berger worked as a Personal Shopper at Selfridges London and as a fashion stylist, helping clients discover clothes that suited their personality, lifestyle and confidence. She has spent more than twenty years championing vintage fashion through her markets and believes the best wardrobes, just like the happiest homes, are built around pieces that are loved rather than simply fashionable.
