LAURA CERRI OF SHOP JOURNAL VINTAGE
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photo via laura cerri
—story by Bianca Betancourt @bybiancabee
As we lead into the rollout of our third print issue (set to release this spring!) we wanted to give a shoutout to some of the ultra talented independent designers, stylists and overall creators who helped produce pieces to bring our upcoming editorials to life. If you caught a sneak peek of some BTS polaroids we posted on our Instagram, then you absolutely noticed the stellar, one of a kind jeans one of our soon to be announced cover girls was rocking during our shoot. They were a revamped relaxed denim jean produced by your soon to be new favorite vintage curator, Laura Cerri of Shop Journal Vintage. Get to know Laura and her edgy, 80s inspired vintage creations, below.
Tell me a little bit about how Shop Journal came to be. How did you decide on the name
Shop Journal?
LC: I worked in visuals and trend for a large corporation for 15 years and decided this was the only thing I wanted to do after that. I really wanted to work for myself, with vintage and be creative. The name came from a digital inspiration journal on Pinterest and Instagram called Journaljournaljournal, which was a mouthful. I started them to just stay inspired before this idea came to fruition, and it just made sense.
How did you get started with remaking vintage?
LC: I started remaking pieces with my good friend, Shelby, who has a shop called House of Tame. I wanted to make this denim western set with fringe, and also one with pearls. And it kind of started there. We have done two collections now, the most recent being a more unisex line with lots of hardware, grommets and chain accents. We design and make most pieces together, so it really feels like our baby. She is awesome btw. You can follow her on Instagram @house_of_tame.
photo via laura cerri
What are things you search for when you’re looking for vintage pieces to repurpose?
LC: I look for pieces that are worn in nicely and it’s a bonus if it can fit multiple sizes and body type depending on desired fit. Usually it’s men’s clothing. I wear a lot of Men’s clothes actually. I just love an oversized basic or Men’s shirt. And of course, some good vintage Levi’s. Those are my favorite things.
Why do you think vintage clothing has had this huge resurgence in recent years? Do you think it’s become almost too popular?
LC: I grew up thrifting with my mom and have always worn mostly vintage. Usually 80-100% of what I’m wearing is vintage. I think the uniqueness and story behind each piece makes it so special. There’s only one. And the fact that second to oil, the clothing and textile industry is the largest polluter in the world. It’s insane to me that our planet has an expiration date in the very near future, yet our government is fighting that fact and rolling back regulations. I definitely wear and buy some things that are new, and I love fashion I just try to not support fast fashion. I don’t think vintage is too popular and hope it only becomes more popular!
photo via laura cerri
What kind of woman wears Shop Journal clothing?
LC: A woman who loves details, has a fondness for the past, follows trends but not exclusively and likes things a little extra. We have women with a range of styles that shop with us. I rely on them to tell me what they want. Selling trends say a lot.
Who or what inspires you?
LC: Designers, past and present. I’m obsessed with the 80’s. Interiors. There are so many amazing floral artists doing really beautiful things that I find so inspiring. Things that create feeling. Color, a detail; you can find inspiration in most anything.
photo via laura cerri
Where do you see Shop Journal going in the future?
LC: We’re moving to Pittsburgh in the late Spring and hope to open a brick and mortar there. I hope to build more relationships locally and to branch out into other cities, where hopefully shops will want to carry our remade line. We are currently in my friends shop Ritual Shoppe here in Philly. It’s this fantastical pink dream shop where she carries her jewelry line, Angela Monaco, among other artists. I also want to take the designing a step further and create our own line from vintage and salvage fabrics. I need to look into costs and possibly a good way to outsource that somewhere nearby. I go back and forth with saying “I” “we” or “us” a lot. The shop is just me. I do the styling and photography etc., but I say we because I feel like it has its own identity now. There’s definitely some goals and fun things to build toward in the future. Maybe even an assistant so when I see we, it’s an actual person.
Keep up with Shop Journal Vintage via their Instagram and at shopjournalvintage.com .
