I've been a huge fan of Spell & the Gypsy collective for almost six years now. During that time, I've seen the rise and fall of a variety of Spell hashtags on instagram, but none of them have been as important as #vintagespell.
In the last few years, brands have benefitted from instagram users' craving to be reposted. Brands and stores reward followers who are constantly buying new items by reblogging their images to the brands' instagram account: giving the buyer a bigger audience on instagram.
If followers want brands to repost their image, they have to be wearing something that's still for sale on their sites. Otherwise, the brand has no use for the image; there's nothing for them to link back to. Then, all the brand has to do is add a few more collections to their annual rotations and suddenly a sort of frenzy amongst the followers starts as people fight over the newest styles. This cycle is pushing users to buy clothes more frequently than they used to, as well as pushing brands to pump out new collections at a rapid pace (example: Summer, High summer collections, etc.).
The "Vintage Spell" hashtag is the first hashtag I've seen that strives to calm the consumption frenzy. In fact, it encourages users to do the exact opposite. Spell fans use #vintagespell to share images of themselves in Spell items they've had for multiple years. Now, I personally wouldn't consider any Spell pieces to be "vintage" just yet, but the hashtag has already promoted positive changes within the instagram and Spell communities. Read more to see why recycling your old clothes can help both our planet and your wallet.