Vintage Clothing? Look no further than 20th Century Foxy!
World War Two and swing style tea dresses, 1940s style swing trousers, utility style fashions, in fact everything a land army girl could desire ! [ excluding the manure and pitch fork! ].1930s and 1950s inspired separates, wiggle dresses, scarves, the list goes on.
20th Century Foxy – what a great name – is an an online ladies boutique offering vintage reproduction fashion from the golden era of style – the 1930s, 1940s and the 1950s! Founded by marketing agency owner Clare Quartermaine, this is clearly a real labor of love. Clare’s aim is to create an/or source the perfect outfit, headgear, shoes and accessories for every shape of vintage loving woman which will – to quote Clare ” make her feel like a goddess!”
Clare Quartermaine
Clare developed an “obsession in vintage clothing that started to get out of control! ” from the age of 14. Finding – like many women, that having children and experiencing the fluctuating sizes that goes along with that, and the frustration of finding a dress that fits, became ” too much to bear”. Meeting local British designers who shared the same feelings and combined with Clare’s experience in marketing brought about 20th Century Foxy.com. We’re delighted to interview Clare and to feature some of her new outfits from her Spring Collection 2013.
20th Century Foxy’s Spring Collection.
What can a woman find at 20th Century Foxy?
We believe there is something for every woman, no matter what her shape or size! Our customers range from 18 to 80! We specialize in ‘faithful’ vintage style garments from 40s and 50s which are based on original garments, patterns or photographs. We are working on our 30s and 20s collections at the moment and hope to have our first items in the summer. We also stock more vintage ‘inspired’ garments in two ranges. One is our wiggle range which features some key vintage elements but with modern fabrics and our ‘So Foxy’ range which is based on a curvy figure and is produced up to a UK size 24.
Clare – the standard question – how did it all begin! I know you also run a marketing agency!
I started foxy in 2010, I’d just had my third child and felt frumpy and frustrated with modern life. I wanted glamour in my world and modern fashions just didn’t appeal. They didn’t celebrate the feminine – it was all about fast changing, cheap products. I’d always had collections of vintage garments but didn’t have the confidence to really wear them all the time. Then I started jive dancing with my hubby and discovered a fabulous culture that I really really wanted to indulge in. By this point none of my original vintage dresses fitted properly anymore so I started taking patterns from them and reworking them to fit.
Fleur-de-Guerre-wears-20th-Century-Foxy
However, I’d discovered some fab brands doing something similar and due to my existing business in web and marketing decided to set up Foxy stocking them. In early 2012, I felt there were some items missing and started getting them made. This was difficult, manufacturing in the UK is almost non-existent and there is no help. Anyway, we did it and now the majority of items in Foxy are our own and we also wholesale to retailers around the world. It’s all happened so quick!
20th Century Foxy Gallery – click image to enlarge
That’s a great achievement – especially in a recession! 20th Century Foxy sources local designers -Jewellery and head-wear in particular – as well as clothes from the USA and beyond. Do you plan to expand on the local designers?
We still stock complimentary brands and we love to work with local designer makers – our snoods are made by two girls in Liverpool who just love to crochet all day, we stock silk knickers by a crazy lady who lives in York and many of hair flowers are from another designer maker down the road. I say never underestimate the beauty of a product that is made by someone who enjoys making it and is passionate about their designs. Unfortunately there aren’t so many people that design vintage styles and we struggle to find good hats!
20th Century Foxy’s Spring Collection.
Your spring collection for 2013 looks fabulous – would you tell us about the highlights?
I wanted 2013 to be the year that I got our 40s collection really sorted. I always recall a lovely neighbor telling me about what she remembered of the 40s – she lived near to an American base and used to steal herself away for the dances during the war. She had one dress for dances, a classic shirt dress for the day, a few skirts and blouses and was one of the first young ladies to wear trousers! So that’s what we have done. We have a lovely tea dress which is my personal favorite – it has 7 gores which is really authentic and flares beautifully (perfect for dancing!). I just love the gingham we used in the top half – which is gathered and has shirring at the neck to produce the iconic sweetheart neckline.
There is also now a collection of interchangeable 40s separates such as our ever popular high waisted swing pants and new swing skirts in various fabrics and colours and our pussy bow blouse in several different fabrics. In work at the moment is our staple shirt dress and shirt blouse which will complete the collection. After that I am focused on our 40s evening dresses which are based on American 40s vintage originals that are from my own collection. I do prefer American 1940s fashions – and this has influenced our collection.
What are the ‘little’ touches that make 20th Century Foxy special?
I guess you’d have to ask our customers that ;-) but I will say that we are fussy about fabric and fit. Manufacturing here means we can’t be as cheap but because we do, we can run limited editions which ensures our garments are fairly unique. We can also keep our eye on quality.
Some Glamorous 20th Century Foxy customers.
Do you wear vintage often yourself and what are your favorite dresses?
My favorite dress of all time is an American 1940s evening dress. It has shoulder pads, a square neckline with beading on the collar. It also has draping on the left hip – so flattering – I love it. I also love my recent purchase of a beautiful brightly striped 30s evening dress. Cowl neckline, puffed shoulders and bias cut.
I’ve often been asked what makes the 1930s,40s, and 50s era so special – what do those fashion eras mean to you?
They celebrated the female form. It didn’t seem to matter about your age or size in those days – it probably did of course – but it was more realistic than today.
20th Century Foxy Gallery – click image to enlarge
Do you enjoy the ‘fashion shoots’ for your collection? Who works with on these – hair,makeup, photos and the models etc ?
I thoroughly enjoy our shoots – they are a real collaboration. I always have a strong plan for what I need and what id like to do. I use 3 models at the moment – 2 are burlesque dancers. Missy Malone is our face of the 50s, Slinky Sparkles currently does our 40s range and Leyla Rose is our model for the So Foxy curvy range. I have worked with Missy since the beginning and I feel she quickly gets what I’m going on about which is no mean feat ;-).
Clare with Missy Malone & Slinky Sparkles
I currently use Kim Nicholls from Madame Boudoir photography for our shoots. There are many reasons for this – She is based fairly locally but mainly she is spontaneous, easy going and not precious. She is very talented too. Its difficult finding photographers that are commercially minded – we work together really well. Bethany Jane Davies does the hair – she is amazing and brings a special something to the event. I’m now planning our 30s shoot which will feature a vintage train! I’m also on the lookout for a Josephine baker lookalike for our 20s shoot.
What can we expect in the future for 20th Century Foxy?
I cant stop designing, there are so many more styles to come yet. I’m currently designing for evening-wear autumn 2013. I’m trying to get some vintage fabric reproduced at the moment as well. But the main event, is that we are about to start work on our menswear collection …. so watch this space!
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