If there is one thing we're passionate about at Who What Wear UK, it's smart, considered shopping. And whilst we always pride ourselves on buying less and buying better with a view that every item we purchase, whatever the price, should be seen as an investment in our wardrobes, it's a fact that there will always be room for improvement. One area of fashion that can still be intimidating for some—yes, even editors—is the world of pre-loved clothing.
In 2024, it's never been easier to shop pre-loved. With the boom of Vinted, Depop, Vestiaire Collective and eBay, to name but a few, it's safe to say that the world is well and truly opening its eyes to the importance—and joy—of slowing down the fashion cycle. Many well-established brands and e-tailers are also introducing pre-loved edits into their mix. It's all fantastic progress, but it also means that finding the perfect pre-loved piece can be overwhelming. Where do you begin when it comes to searching for an item? What materials are a big no-no? How do you work out if an item is authentic? Is that price really worth it? And don't even get me started on how to sell pre-loved fashion.
Thankfully, there are experts out there who can answer these questions and more, like Melanie Milham, founder of Curate & Rotate, an incredibly chic online resale destination based in Brighton that focuses on showcasing unique and independent brands on a range of women with different looks and body types. From the start, Curate & Rotate has had a unique perspective in the busy pre-loved marketplace. Milham prioritises high-quality materials, and her well-trained eye generates concise edits of minimal-leaning pieces that transcend seasons or years.
So, as we look to a new season (summer IS coming, people!), we thought there was no better time to ask Melanie to share her journey with us, along with her tips for shopping and selling pre-loved. Scroll on to discover what she had to say and find out more about the world of pre-loved fashion.
Tell us about your journey to Curate & Rotate. How did the business come about?
"Wow, it has been a very unexpected journey. Curate & Rotate started as a hobby whilst I was on maternity leave from my previous job in 2020. I had unloved clothing to sell, so I started an Instagram page to sell those items that had been sitting unworn in the back of my wardrobe for quite a while. This was just before pre-loved fashion was super popular, and I had absolutely no expectations that it would ever become a business; never in a million years did I think it would take off. It was just a passion project that I worked on, alongside caring for my then-baby.
Somehow, the IG page started to grow and grow, and in 2021 I quit my regular job to turn Curate & Rotate into a fully-fledged business. I was so nervous at the time but I have not looked back since. I was a corporate PA, so what I do now and what I did for my job before are worlds apart. It has been such a dream to be able to explore my creative side! I had worked all my life, and when it came to having a year off on maternity leave, even though I was obviously super occupied with my baby, I missed working in some way, so Curate was born.
I used most of my daughter's nap time to work on my newfound hobby. I have no idea how I did it, but I guess when you feel you are working on something exciting and you have such passion, you just get through. I was tired but happy, bringing up my daughter and working on something I absolutely loved (and of course, still have so much love for). Curate & Rotate is my second baby. The business was built organically and I have never paid for any form of PR or marketing; I got here from hard work and determination. I won't lie—it has not been easy, and in fact, it has been the hardest thing I have ever done in my life. I still feel I have so far to go, but I love what I do and I believe in the business. I am excited for the future and what will come next. Also, I think it's worth mentioning that I had no previous fashion experience."
What makes C&R different from other sites?
"We are very, very curated. We are selective with the pieces we sell, and only take on pieces we feel our customers will love. We also have a niche, as we focus on the resale of independent, contemporary and emerging brands. We favour clothes that are designed well and made to last, and we love neutral tones, although we do include a pop of colour sometimes! All of the clothing is modelled on our in-house models, and we also use women of the Curate community (our customers) to model for us. We love meeting our community and it's so fun to have them come and visit us at our studio, wear our pre-loved pieces and showcase how fabulous they look on our socials and website.
We think it is important to show how clothing looks on a body, and we love to show how each piece can be styled. Another unique part of Curate & Rotate is that we repair and restore our curated clothing if it needs some TLC, with the help of our seamstress, Frances. She plays a huge role in Curate & Rotate and has been with us since day one. We think it is important to bring worn pieces back to life and in the best condition possible for resale."
"Our seamstress, Frances, plays a huge role in Curate & Rotate and she has been with us since day one. We think it is important to bring worn pieces back to life and in the best condition possible for resale."
How do you decide what products make it to the site?
"We curate every single piece and choose them based on how much we feel they suit our brand, but we also ask ourselves if the C&R customer will love the item. We curate with our customer in mind, and it helps that we are our own customer; both myself and Elle, who works with me, shop at C&R. We have a list of our best-selling brands, but we are totally open to emerging labels, as long as the piece fits our style and is made to last. Ultimately, we love finding pieces a new home."
How do you source the items?
"We source our stock through individual consignment customers looking to sell unloved pieces from their wardrobes, through brands by selling their past season and sample pieces, and I myself love to source clothing. Last year, I took trips to Paris and New York to hunt for pieces in secondhand and thrift stores. Next month, I am heading to Montreal and Toronto to see what gems I can find. We always love to hear from individuals and brands who need help finding new homes for their unloved items—we love collaborating with brands, it’s so special. We work with brands such as Mother of Pearl and E.L.V Denim."
What are the benefits of shopping for pre-loved fashion, both for individuals and the environment?
"There are huge benefits for both. Giving clothing that is already in circulation a new life is always a great thing. Individuals can find pre-loved pieces for a great price, and these pieces are kept out of landfills, so it's a win-win. I do however think that it is also important that we support ethical fashion brands creating new, great-quality items of clothing, otherwise, we will not have those pieces to pass on and resell in the future. They need our support too. It's all about mixing pre-loved and new together—it's about balance!"
