THE BURGH IS YOUR OYSTER

fashion

A TASTE OF BASIL:

THE CURATED CLOSET

IN CONVERSATION WITH LOCAL VINTAGE SHOP OWNER, MICHELLE MONTANA

Written By Corrine Jasmin, Photos by Corrine Jasmin

Shopping online has become more prominent, convenient, and affordable, especially in today’s digital age. Currently there is a wave of vintage fashion knocking on all fashion lover’s doors - this is clearly seen on high volume sites such as Etsy or Depop, where vintage shoppers eagerly sift through for original clothing. Where many shoppers are aiming to steer clear of big retail stores, pop up shops have been making an appearance, giving customers the (limited) opportunity to buy one of a kind items. This type of retail also gives buyers incentive to buy now rather than missing out being that they can’t come back to the shop the next day. These shops are becoming increasingly popular, especially amongst smaller shop owners seeking to expand their business.

Michelle Montana, originally from Buffalo, New York, delves into pop up shops, and is one of the many innovators climbing up in Pittsburgh. Michelle is the owner and founder of Basil, a vintage fashion business which she describes as a “curated closet” and “an online shopping experience.” The experience also provides fashion advice via the site’s blog. When Montana first moved to Pittsburgh, her primary focus was studying photography. Moving forward from her collegiate years, she utilizes her photography and art background and applies it to her advantage. “My background is mostly helpful because I look at each collection as a new body of artwork. Everything must be cohesive. Each garment is chosen for a reason. Each piece can make a statement on its own, but is even stronger as a whole.” Basil offers vintage finds as is as well as “reworked” vintage finds and Basil original apparel. The shop is primarily online, however customers can find special pop up shop events around the city where they can buy in the flesh. Montana promotes sustainable fashion and makes it a point to steer clear of “fast fashion” retailers. She’s not met with intimidation of being a woman in the business, and firmly states “Confidence is key.”

Highlighting women owned, women operated businesses in the city below is an interview for more information on Basil.

WHERE DOES THE NAME BASIL STEM FROM?

Michelle Montana: At first, it was a no-name project. I knew I wanted it to be something big, so I took some time to settle on the name. But I do remember my exact thought process being ‘let us dress you’ to ‘lettuce’ to ‘basil’, in less than a second.

WHY VINTAGE FASHION?

MM: The fashion industry is the second leading cause of pollution. The first being oil. As a consumer, it is so hard not to contribute. As a vendor, I try my hardest not to contribute to this. There are so many clothes out there that were just thrown away. There is so much fabric that never got the chance to evolve. I choose vintage because clothes deserve a second chance at life.

WHO ARE SOME FASHION INFLUENCES OF YOURS?

MM: My favorite designer, currently, is Chloé. This brand was a huge influence to my upcoming Spring/ Summer 2018 (SS18) collection. I love their entire essence of the carefree woman, the nomad - that feeling really resonates with me and who I am as a woman. I chose to shoot SS18 in New Orleans because my collection was inspired by that same carefree state of mind that dances amongst the streets there. I felt that these two really went hand-in-hand to give my collection an easygoing, elegant, and lively spirit. Portermagazine also has a huge influence to my brand. Porter is all about empowering women. The magazine praises and encourages women who are smart, driven, and advocate for what they believe in. Any woman that is a force to be reckoned with is an influence to me.

WHAT DO YOU ENJOY ABOUT POP UP SHOPS?

MM: Why have a ‘brick and mortar’ when I can just go where the people are? I definitely prefer pop-ups where I am flying solo, as opposed to group shows. I have definitely learned a lot from doing popups; more about my client and the industry as a whole. It’s great market research! I had my most successful pop-up at the Ace Hotel. The last one was a huge success.

HOW DO YOU FEEL ABOUT THE EVOLUTION OF FASHION?

MM: My favorite thing about fashion is that it is always changing, which coincides with the evolution of fashion. The best part about both of these things is that it recycles - obviously, or vintage shopping wouldn’t exist. My collections are created with current trends in mind. Two years ago, I probably wouldn’t have worn snakeskin - too Fran Drescher for my taste. But now I can’t get enough and it has had a huge impact on SS18 due to its influx on the runway. This is where I feel that shopping vintage is so important. Trends change constantly, but it’s rare to see something that is truly innovative in fashion. Feeding into ‘fast fashion’ is not only hazardous to the environment, but also silly because you can probably find something with greater quality and one-of-a-kind by shopping second hand. (To know more about this topic, you should watch the documentary ‘The True Cost’ on Netflix!)

WHAT EMPOWERMENT DO YOU FIND IN RUNNING YOUR OWN BUSINESS?

MM: Honestly, it is really rewarding owning my own business - building something from scratch with no involvement from investors. It’s something that I’ve poured more of myself into than I’ve gotten in return, but Basil is my heart and soul. I’m building my future by building my career. It feels pretty good!

HOW DOES PITTSBURGH INSPIRE YOU AND YOUR VISION?

MM: Pittsburgh has had a heavy hand in the creation and survival of Basil. This city is full of hard-working and generous people. There is a great entrepreneurial spirit that resides here. People are always willing to lend a helping hand or collaborate and that in itself is inspiring. Other cities have more of a competitive atmosphere. People here build each other up. It’s a beautiful thing.

WHAT DOES THE FUTURE OF BASIL LOOK LIKE TO YOU?

MM: I definitely see it growing. I’m currently I’m in the process of hiring an intern! SS18 has the most reconstructed work of all of my previous collections. I used vintage fabrics to reconstruct and even create brand new pieces. I’m trying to take sustainability to the next level. I can still create new looks and remain sustainable by using fabrics cut away from other garments or by using unused vintage fabrics. The goal, overall, is to make Basil a viable source to shop, learn, and get great fashion advice for people globally

WHAT DO BUYERS GET TO LOOK FORWARD TO FOR THE SPRING COLLECTION?

MM: There is a heavy feminine vibe in this collection - flowy, elegant, and lacy. But I love a good contrast, so the femininity is balanced with snakeskin and chains. I mentioned prior, it was inspired by the vibe of New Orleans, but while this collection borrows aesthetically from feminine figures of royalty, Greek mythology, and Voodoo queens, it was inspired by women - classy, beautiful, and strong as hell.

BE SURE TO CHECK OUT WWW.BASILOFFICIAL.COM TO VIEW AND PURCHASE PRODUCTS AS WELL AS RECEIVE FASHION INSIGHT FROM THE BLOG! THE BEST WAY TO STAY UP-TO-DATE ON WHAT’S NEW IS THROUGH THE SITE AS WELL AS BASIL’S INSTAGRAM PAGE @BASILOFFICIAL_