Dora Maar is the new consignment site selling luxury through storytelling and community.
Amid the global pandemic and social justice movement, Wilson has shifted her focus to community building and storytelling. She believes that “social luxury” is the new fashion frontier, meaning that consumers want to connect with the human story behind the clothes they’re buying, especially if those clothes are vintage and secondhand. On the website and through
I felt that pre-owned pieces actually held the richest story of them all, but I was not convinced that this story was being told to consumers on the existing platforms. I received a master’s in costume studies from NYU in 2016, where we analyzed and studied how the human experience has played out in the clothing we wear. With Dora Maar, I wanted to create a platform that celebrated the power of that story and the style of the women who owned these pieces.
The fashion industry has been at a point of inflection for quite some time, but with COVID-19 and the most recent fight for racial equality, the changes that had already been brewing have spilled over. Actively encouraging consumers to share and participate with your brand has become crucial. For so long, the relationship between luxury brands and consumers has felt very one-sided and homogeneous.
You will always have these heritage brands whose name and history are so powerful, and they will continue to be influential. However, I do think that new players and new retail models, like resale and rental, have the true power to shape the next generation. Two things stick out to me in this new wave of luxury, and they are the embrace of community and the sharing economy. I’ve started calling it “social luxury.
I was raised in a household that taught me to have thick skin, hold your head up, and put one foot in front of the other. So voicing my experience as a biracial Black woman was not something that I talked about. There have been times throughout my career in luxury fashion that I was told things like, “I am not sure if I see you working here,” or “The girls that work here just come from a certain background.
I could probably write a book on the lessons that I’ve learned during these past few months—we all probably could! But for me, what sticks out is how crucial and integral community is to Dora Maar. This means our muses, but it also means those who interact with our brand every day. When COVID-19 first hit New York in March, our team panicked. We thought about how to talk about luxury at a time like this. I had a client purchase an item from us in support of Citymeals on Wheels.
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