A surge of vintage shops open in Norwich

It is a trend which has swept across the country since celebrity culture embraced the vintage look – and now more and more people are turning to the style in Norwich, both for their everyday image and to host quirky events and parties.

Worn by stars including actress Julia Roberts and Renee Zellwegger, model Kate Moss, and burlesque icon Dita von Teese, traders have taken their love of the style, looked at the demand in Norwich, and discovered a love-affair of vintage in the city.

Lucy Morris runs the online company, Pretty Vintage, from the Golden Triangle area in Norwich and says there are a variety of reasons why the trend is being embraced here.

'Vintage has captured the nation's attention recently and I think in Norwich, from my experience, people want to relive times gone by,' she said.

'It's exciting in Norfolk now. Everybody loves the idea of vintage and vintage clothes, especially wedding dresses. I think new things are happening and the style is capturing their imagination.'

As well as the look itself there is also an increasing interest in environmental sustainability.

Vintage allows people to maintain a low carbon footprint as it is less demanding of world resources.

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It is designed to be worn for years and to be passed on to other family members. The clothes were made of robust materials with generous seam allowances and hems to allow for alterations and custom fit.

However it is the unique appeal that is the main attraction for people to turn to vintage, which many items being custom made or manufactured in small quantities.

Have you set up a new business in Norwich? Contact reporter Donna-Louise Bishop on 01603 772418 or email donna-louise.bishop@archant.co.uk

For more fashion news check out Life Matters Fashion in the Evening News every Thursday.