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Lovely stuff: An editorial eye

10 April 2011 No Comment

With Lynnette Peck Bateman having launched magazines including Cosmopolitan, Hair & Beauty and Celebrity Homes in her near 20 year career, it’s no wonder that her new business Lovelys Vintage Emporium has such a strong trend-led look and feel.

Lovelys Vintage Emporium

“I approached the website in the same way as I would approach a magazine launch,” Lynnette says. “I thought carefully about who my customers would be, the logo, the colours, the font, the type of models – they are both real girls who look fabulous -, the lighting etc. I want the website to be easy to navigate and beautiful to look at, and that is no different to how magazines should be.

“I’ve also done my vintage buying based on what I love but also with the trends in mind, so back in December I was buying orange maxi dresses knowing they would be popular in the summer. I go to London Fashion Week twice a year along with other style journalists so I am aware in advance of what the coming trends will be.

Lynnette Peck Bateman & husband Nick Bateman

The magazine journalist and stylist, who is married to infamous Big Brother contestant ‘Nasty Nick’, launched her online boutique with what she calls the ‘Grazia Generation’ in mind: “Vintage that is current in look, is of high quality and can be mixed with modern high street and designer pieces. A head-to-toe look from just one era is not what Lovely’s is about.”

Her “huge” personal collection of vintage clothes have so far to make it onto the website, despite Nick’s nagging.

“So far only two dresses of mine have been on there – I am just too attached to them I guess. Instead I have been off buying all my stock – I think I need therapy for my vintage shopping addiction!”

Having worked as a magazine fashion and beauty director and editor for titles such as Cosmopolitan, Eve and Vogue Australia, Lynnette is no stranger to top-end designer threads, and names Halston, Diane Von Furstenberg and Ossie Clark are among the fashion fanatic’s favourite designers.

“I think Jean Varon is underrated,” she adds. “His evening dresses from the 1960s and 1970s are of fantastic quality.

“I also like the sculptured/space-age style pieces by Courreges from the 1960s.”

Lynnette has been passionate about vintage fashion and culture since the 1980s, but believes that the recent mainstream interest has stemmed from a focus on individual identity and style, and may also partly be due to an increased interest in ethical and environmental issues.

While celebrities who wear vintage on the red carpet have no doubt helped to bring pre-loved fashion into the public conscience, she feels that “those of us who are really into vintage don’t really follow celebrities, as the whole point is that we are wearing individual pieces and we don’t want to look like everyone else.”

Lovelys Vintage Emporium

Instead, her influences come from architecture, fashion websites and blogs and the street style she spots whilst travelling the globe for magazine assignments.

She may well pick up vintage gems on these work excursions, but she’s keeping her sourcing secrets close to her chest.

Wherever she seeks out the fabulous pieces of design history on offer from her virtual boutique, there’s no doubt that ‘Lovely’ has a real eye for fashion – for it was this taste in covetable clothes that earned her the nickname she now shares with her beautiful business.

Shop original items that have inspired this season’s trends at Lovelys Vintage Emporium, and follow Lynnette on Twitter at @LovelysVintage

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