In the fast fashion era, we strongly believe that wearing something special, with its own history, is a value. That’s why here at Shop the Story we research unique vintage garments, worthy of investing in.

Shop the Story is founded on a deep love for the most iconic contemporary designers: Comme des Garçons, Junya Watanabe, Martin Margiela, Alber Elbaz, Dries Van Noten, Miuccia Prada. And the list goes on. Our online selection is the result of a passionate research: we only sell beautiful garments in excellent pre-owned conditions. Here you won’t find ordinary vintage clothing, but garments from the past seasons no longer available in stores: unique and modern pieces, although they might have a few years.

My love story with fashion began in the 1980s, thanks to my eccentric mom and her passion for the most eclectic designers of all times. I still remember playing hide-and-seek in the fitting rooms with my younger sister, while she was trying on her clothes. I guess that’s why I continued to hunt for little treasures as a teenager, spending my Sundays at the flea market.

Yohji Yamamoto long black coats, Comme des Garçons manga-style tulle skirts, Dolce & Gabbana lace dresses, Romeo Gigli velvet capes, Moschino pearl-embellished T-shirts, Kenzo floral maxi skirts, Ralph Lauren navajo oversized sweaters, Prada nylon shopping bags: they are all such vivid memories.

On my opinion, fashion is not just about buying the latest trends. It’s something related to our feelings, our visual memory and, above all, to our self-expression. And my ideal wardrobe is a perfect mix between great oldies and innovative pieces, a playful blend of whimsy finds and basic garments.

My dream shopping destinations are not stores, but private wardrobes filled with Marni’s original prints, conceptual Margiela tunics, John Galliano crazy gowns, Miu Miu balloon shorts, Marc Jacobs bon-ton jackets. Here is where I find my treasures.

Alessia Algani
Founder at Shop the Story