Ever seen a vintage bag and fallen in love? Days pass since you last laid eyes on it, yet you can’t get rid of the nagging feeling that this one was meant for you. Antonia Johnstone, owner and CEO of luxury pre-loved reseller Sign of the Times, knows that feeling all too well. And to mark the fiftieth anniversary of her business, she has launched The One, a celebratory activation made to ensure you never yearn for a bag again. This time, it can be yours.
Being able to purchase a luxury item that, once, you only could dream of? That’s where the real charm of circular fashion lies. It’s an appeal that set the foundation of Sign of the Times. “When I was at university in Bath, there was a tiny store at the end of my road that sold second-hand high street pieces,” says Johnstone. “This was amazing as it meant I could afford brands such as Topshop and Warehouse which, on a student budget, were expensive.”
After all, there is something inexplicably thrilling about finding a treasure when you are going through an overpacked clothing rack. But it’s a time-consuming job, too. You need not worry, though: people like Johnstone have dedicated their whole lives to curation, researching, finding and selling unique vintage finds so we don’t have to. “I think it was the thrill of finding and sourcing amazing pieces that I could otherwise not afford,” the proprietor says.
In 1976, Sign of the Times opened in London’s Chelsea Green and in 2019, Johnstone bought the store, which boasts an extensive collection of pre-loved and vintage pieces. Think: unique items from best-selling brands like Chanel, Hermès, Gucci and Prada but also more up-and-coming options like The Row, Jacquemus and Toteme. The latter happens to carry Johnstone’s current favourite everyday bag. “I love my brown suede tote bag by Toteme,” she tells me. “You can throw everything into it, it is understated and goes with everything.” It ticks the many boxes of the perfect bag.
But choosing which bag to purchase can be a tricky job. Especially when you get to choose from The One. The online-exclusive capsule, which goes live today, boasts a curated edit of 500 luxury handbags, handpicked with all the different customers in mind. “As it marks this special anniversary,” says Johnstone, “it felt important to include pieces that reflect the enduring appeal of luxury handbags and the idea that the right one can stay with you for decades.”
For those looking for sought-after classics, now would be a good time to get your hands on Gucci Marmonts, Louis Vuitton Neverfulls, Prada Nylons and Miu Miu shoulder bags. As for the rare vintage finds? They won’t disappoint either. “My favourite is a square, black vintage Chanel, as well as the Chloé Paddington,” says Johnstone. That, in itself, is enough to get fashion enthusiasts excited. Yet, the drop honours the inclusive nature of circular fashion by offering a range of different-priced bags, too. “We wanted to make it affordable so have created different pricing tiers so hopefully everyone can find ‘their one’,” Johnstone adds.
The burning question is: ‘What makes a bag ‘the one’?’ “The best advice I can give you is to purchase a bag that you genuinely love, rather than worrying too much about what you think you should buy or what is trending at that time,” says Johnstone. She recommends you drift your attention to how that bag can fit into your lifestyle. Is it too big? Too colourful? Not practical?
Then again, if what you are seeking is a timeless investment, Johnstone says you should be on the lookout for great craftsmanship, quality materials and a design that isn’t trend-led: “I always say you should look for something that you can imagine carrying not just this year, but ten years from now.” A tough commitment, yet one that aligns with the concept of circular fashion. “Today, people are thinking much more carefully about how they buy and what they invest in, and that’s something we have always believed in at Sign of the Times,” says Johnstone. “It’s about extending the lifecycle of beautiful pieces and recognising that luxury items can be made to last beyond just one owner.”
Undeniably, luxury fashion has long felt like an exclusive world. One reserved for a certain kind of privilege, often admired from afar. Carrie Bradshaw’s beloved Fendi Baguette, Grace Kelly’s ever-elegant Hermès Kelly bag and the Tom Ford–era Yves Saint Laurent Mombasa; pieces once confined to the silver screen, glossies and fashion folklore. But through the rise of circular fashion and initiatives like Sign of the Times, these icons are no longer simply objects of longing. Instead, they open up the possibility that the ‘one’ can finally find its way to you.
Shop Sign of the Times’ special anniversary edit, The One, here.
- WriterMaria Papakleanthous
- Image CreditsSign of the Times
