San Antonio, TX is a big city with small town vibes. It includes talented artists, a warm community and unique small businesses. I happen to be the owner of one of those businesses. My vintage shop is called Hello Tallulah and I describe it as a welcoming wonderland of whimsy. I want customers to walk in and feel excited to express themselves through fashion.
Growing up, I wanted to wear things that no one else had. Catholic school meant uniforms, the bane of my existence. I was never a huge fan of what I call “Fashion with a capital F.” I scoured thrift stores, looking for something unique. I was drawn to second-hand clothing because no one had anything like it. I spent my twenties in New York City, writing and working at a variety of vintage shops. I came home to follow my ultimate dream of opening this unique boutique. My goal was to create a place that made vintage feel special, but accessible.
Fast fashion has grown since those days and evolved into a series of micro trends and aesthetics. The current system is not built for self expression, but rather to maximize profits. That’s not to say trends are bad. “They can be tools,” says fashion stylist Brianna Moon (@itsbriannamoon). She explains in her videos, “Trends help you figure out what you like versus what you don’t like.” Finding your personal style means learning to drown out the noise and figure out what speaks to you. You can use trends to see what you naturally return to.
From societal pressure to the fashion industry, we are often distracted from the clothing that actually brings us joy. The simplest details can draw us in. Looking fashionable is not the same as looking (and feeling) like your best self. It is time to think outside the box. Fashion is one component in the art of self-expression. Do not let trends and mainstream fashion constrict your ideas!
Wearing what makes you happy means having the confidence to be your truest self. Moon notes that a common problem is that “you know what feels special to you, but don’t fully trust yourself to wear it.” Many of us are afraid of outside judgement so we judge ourselves before we even leave the house. Getting past the fear of wearing something bold is the hardest part of curating personal style. Once you get past that, the world is your oyster. Self-expression is about embracing that inner child who wore things that made her happy!
I don’t think of myself as a vintage seller. I am a purveyor of style. Style is a very personal thing, a significant art form that represents how we see ourselves. In many ways, we want our outside to match our inside. Fashion can seem frivolous, but connects us to our inner selves.
Intersectionality is at the forefront of Hello Tallulah. Coined by style activist Dandy Wellington, a core value has always been “vintage style, not vintage values.” There are trans women and nonbinary customers who’ve had their first shopping experience at my boutique, a safe and welcoming space. It makes my heart burst to create a memorable experience for everyone that walks in. I instinctively offer suggestions and pull pieces. I live for that moment when I nail the fit, occasion and vibes.
As a former plus-size model and body-positivity advocate, I’ve made a concerted effort to curate my collection with a variety of sizes in mind. Someone once told me that Hello Tallulah is the only vintage shop that doesn’t hurt her feelings, and I felt that in my soul. I have walked into vintage shops knowing there’s nothing for me. I am only one person sourcing, but it has always been tremendously important to curate an array of sizes (shout out to vintage sellers who specialize in plus-size vintage: @luvsickplus, @plusbklyn, @shopbadmoon, @secondhandstare, @proudmaryfashion, @bombplusvintage; @shopberriez).
There’s something magical about vintage finding the right owner. I often tell customers that numbers don’t judge. You don’t have to get smaller. That item was meant for someone else. That said, sizing has been completely different throughout the years. Even today, size varies from brand to brand. Marilyn Monroe was notoriously a size 14 back in the 1950’s, but by today’s standard, she was a modern size 4. Don’t let numbers scare you away from finding your true style.
How can you find the best fit? Learn your measurements and put them in your phone. This is the easiest way to know if something will fit without trying it on. I built a brick and mortar shop so customers can have peace-of-mind. People are in-person shopping less than ever, but there’s a certain romanticism to browsing the racks and trying things on. One of my favorite things is seeing vintage come to life on a body.
I often combat the myth that women “were just smaller back then.” Bodies of all shapes have always existed, but vintage from earlier eras are harder to find. The reason? Most larger sizes were taken in and repurposed within the family home. Clothing was nowhere near as disposable as it is today.
When customers new to vintage come to my store, I ask them to take a look around and make note of the things that bring them joy and find the things that speak to their soul. My advice is to always enter a thrift store or vintage boutique with an open mind. You might find something that you didn’t know you needed.
As you age, personal style tells the world that you refuse to disappear. Look to older generations like the ladies in Ari Seth Cohen’s Advanced Style. Be visibly loud in your fashion and send all your f*cks to the wind! You hold the power of artistic expression and clothing is an opportunity to convey that.
A customer may ask, “How do I wear this pill box hat?”,“Any way you want!” I reply and show options. Vintage can feel unfamiliar, like a costume or artifact, but it’s the ultimate way to experiment with style. “But I have nowhere to wear that!” Take yourself on a date and create an occasion. Life is too short. Wear what makes you happy!
In the heyday of fashion blogs, sharing style and building community felt easier. The internet was new and blogs were built on authenticity. I remember the appreciation people had for street style. Authentic bloggers still exist, but it’s a different internet to navigate. Micro-trends are on hyperdrive, pushed daily and discarded. Consumption is now the point of clothing. That’s why shopping secondhand is so cool. You can be drawn to something for a million reasons and no one else will have it.
The idea of discovery and rebirth through vintage is something I often think about. One customer sold me dresses that remind her of a broken heart. The shop gave those dresses new life and another customer was ecstatic to buy them. Energy of the past is renewed through second-hand selling. Vintage is meant to be worn and loved. It lived a whole life before it made it to a store. There’s nothing like quality clothing that is durable and one of a kind.
Vintage is becoming more coveted for its high quality over fast fashion. It has a history that inherently connects us to something slower and more human. Not only that, but shopping secondhand helps the earth and your local economy. Finding joy in fashion can boost your whole outlook and seeing people dress authentically makes the world a better place.
