Images by Jess Farran; Styling by Haile Lidow @lidowarchive
Not that we were totally surprised—but sheltering-in-place has created a new fertile ground for already imaginative content creators to take everything just that much further. To wit, Brooklyn-based clothing rental company LIDOW ARCHIVE, which was already one of our faves, with its camp, eccentric and very colorful Instagram account.
It’s a fantasyland of 4,000+ eclectic pieces of vintage and contemporary fashions and accessories, putting new, offbeat brands right alongside treasures from the venerable houses of Moschino, Karl Lagerfeld, Dior, Lacroix, Ashish, Versace, Emilio Pucci…we could go on. It was officially launched in 2019 by stylist Haile Lidow, whose most recent credits include providing pieces for model/actress Hunter Schafer (HBO’s Euphoria) for the March cover of V magazine, and for Troye Sivan, for his just released album, Take Yourself Home.
“We arranged for his stylist to come in for an ‘experimental pull,’ Lidow explains, “with the intent to try out new silhouettes and styling combinations for Troye. We played dress up for four hours! Troye ended up loving the looks created in that session, and it resulted in a creative shoot. It was originally only supposed to be for Instagram content, but they needed imagery for a new song and ultimately chose to use those pictures. It was so exciting and I loved seeing all the fan art of him in a full LIDOW ARCHIVE look.”
@LIDOWARCHIVE shares sneak peeks and inspirations via IG stories, while static posts, often set in or around the studio that fills an entire floor of Lidow’s home, are filled with imaginative narratives showcasing new and, of course, archive items (maybe something by Lillie Rubin or Marc Jacobs, Balenciaga or Jean Paul Gaultier, YSL or Thierry Mugler). It ends up being quite a lot of fun following the chronicle of pieces finding their new home at LIDOW, and then seeing those pieces at work, immortalized in assorted magazine spreads.
“When I started interning at Vogue I began interacting with clothing from major fashion houses and niche contemporary designers for the first time,” she recalls. “That’s when I found my love for mixing vintage with contemporary pieces, which has shaped my personal style, my prerogative as a stylist, and the overall aesthetic of my collection at LIDOW ARCHIVE—the three of which are inextricably intertwined.”
The aesthetic is characterized by lots of pink, and given a dose of humor with the clever use of various emojis.
“It’s an immersive window into our world,” she insists, “it’s about selling the fantasyland. Our main priority with the LIDOW ARCHIVE Instagram is to have fun, so we try to make content that is lighthearted and cheeky—our tagline is ‘Check Out My Rack!’ after all. But is also gives a glimpse into our business, which is ultimately about renting clothes.”
Filled with whimsy, @LIDOWARCHIVE is the feed we all could use right about now: a reminder of the brightness and individuality that we all possess, and can look forward to acting on once we’re able to return to our regularly scheduled programming. Until then, we can’t think of a better way to pass the quarantine time.
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🧤 Remember to wash your hands, even if you’re wearing gloves! 🧤 Haile gets sanitized in a High Wasted Studio feather headpiece, Contemporary bra & panties, Balenciaga boots from Spring 2017 Look 11, and custom nails by @cr0tchety 🧤 All available to rent from LIDOW ARCHIVE 🧤 ***No gloves were harmed in the making of this video & will eventually be used on grocery store runs, dog walks, etc. !!!*** 🧤