# Pop Star Vintage Shops 'Lucy in Disguise' is Lily Allen and Sarah Owen's Clothing Store By Amelia Roblin | Published 2010-09-20 | Celebs Source: Trend Hunter, https://www.trendhunter.com/trends/lucy-in-disguise References: [racked](http://racked.com/archives/2010/09/20/sneak-peek-lucy-in-disguise-lily-allens-new-vintage-store.php) & [lucyindisguiselondon](http://lucyindisguiselondon.com/view/) London shopping is further improved with the 'Lucy in Disguise' [vintage shop](https://www.trendhunter.com/trends/lillys-vintage-vault) in Convent Garden. The dynamic duo stocks an endless selection of pieces from the 1920s to the 80s in their [fashion-backwards designer store](https://www.trendhunter.com/trends/apoc-london). Hand-picked garments are featured within 'Lucy in Disguise' which eliminates the usual [second-hand shopping experience](https://www.trendhunter.com/trends/wyse-london-preloved) of plowing through the racks. Each article of clothing is divine in its rare historical individuality. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 65% | Activity: 97% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Key Themes Behind This Trend - **Vintage Shopping:** Opportunity for businesses to curate a collection of vintage clothes and provide a more unique shopping experience through handpicked garments - **Fashion-backwards Designer Stores:** Creating a unique browsing experience for customers and offering a fresh take on fashion retail - **Sustainable Fashion:** Promoting sustainable fashion by giving pre-loved garments a new life and encouraging consumers to reduce their carbon footprint ### Where This Applies - **Fashion Retail:** Opportunities for traditional fashion retailers to pivot to a more sustainable and unique shopping experience - **Vintage Clothing:** Opportunity to establish a new brand focused solely on collecting and selling unique and pre-loved clothing - **Online Marketplaces:** Opportunity to create an online platform for buying and selling vintage and pre-loved clothing, thereby expanding the reach of these small businesses. ## Related on Trend Hunter - [Luxe Lingerie Shopping Services](https://www.trendhunter.com/trends/coco-de-mer-2.md) - [Silk-Forward Retail Experiences](https://www.trendhunter.com/trends/lilysilk-concept-store.md) - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md) - [70s-Style Concept Stores](https://www.trendhunter.com/trends/anya-hindmarch-x-boots.md) - [Pastel Palette Retail Stores](https://www.trendhunter.com/trends/aro-archive.md) - [Luxury Flagship Reopenings](https://www.trendhunter.com/trends/miu-miu-london-flagship.md) - [Curated Intimate Retail Experiences](https://www.trendhunter.com/trends/alaa-flagship-store.md) - [Phygital Vintage Shops](https://www.trendhunter.com/trends/byronesque.md) - [UK-Based Streetwear Stores](https://www.trendhunter.com/trends/ksubi-2.md)