The Charm of Preloved

The Charm of Preloved

Posted by Eyes of Lady Wimbledon | 24 May 2024 | Style & Beauty

A woman became a professor and to celebrate bought a designer handbag. So far, so unremarkable – but what is surprising is that this bag, a Mulberry Bayswater, was secondhand. Preloved fashion is becoming popular. Already, two in five items in Gen Z’s wardrobes are preowned. It’s estimated that by 2030 23% of total spend on fashion will be on items that have had a previous owner, up from just 3.5% now. Secondhand is now so acceptable that it’s worthy of being chosen to commemorate such a momentous achievement as becoming a university professor.
Although wearing secondhand fashion is now accepted, it’s not yet something that everyone shouts about. YET! Ruth ….; founder of Reloved By, believes that preowned fashion will truly come into its own when people don’t just wear preloved – they want others to know that they’re from the same eco warrior tribe.

There are many reasons to be proud of choosing preowned: Fashion is highly polluting, a major contributor to climate change and the third largest source of land use. The impact of buying a preloved item is 90% less than a new one. Choosing a tagged item from Reloved By’s shop means that you’re not only making a good choice for the environment, you’re also showing that you’re proud to wear preowned – and perhaps inspiring others to do the same.
If the possibility of snagging a Reloved By Gucci handbag, or a pair of Hermes sandals bearing the iconic Reloved By charm, isn’t incentive enough to come along to one of these events, there’s another reason to go: 15% of the profits from events will go towards Amber’s work helping vulnerable women.

For further details about the events, visit In the meantime, show that you’re proud to wear preloved by buying a tag from the site and attaching it to your most treasured preloved item.

Reloved By founder Ruth Spradbery will be joined by Sign of the Times at Lady Wimbledon’s Tennis Party on Thursday 27th June. Come and browse Sign of the Times beautiful curated items for sale and get excited about showing your support for choosing preloved over new by adding a Reloved By: Charm.

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