Collectors Gene Radio Episode Summary: Alexia Ioannou - Giving "New" Purpose To Vintage Fashion & Homes

Released on January 15, 2025

In this captivating episode of Collectors Gene Radio, host Cameron Ross Steiner engages in an enlightening conversation with Alexia Ioannou, the creative force behind New, a renowned boutique vintage studio. Launched in 2018, New has become a sanctuary for tastemakers, stylists, and starlets alike, offering a curated selection of ultra-rare, handpicked vintage treasures that seamlessly blend heritage with modernity. Alexia shares her profound journey from a passionate young collector to a respected tastemaker, delving into her philosophies on collecting, sustainability, and the art of curation.

The Genesis of a Collector

Alexia's love affair with vintage fashion began in her youth, heavily influenced by her mother's impeccable shoe collection. Reflecting on her early days, she reveals:

"I've always had a shopping problem, and I thought, how can I develop this quote, unquote problem or addiction that I have and make money off of it?" (02:07)

This intrinsic affinity for shoes, especially those in her size, led her to pursue a career where she could share her passion by connecting unique pieces with the right owners. Her initial foray into buying vintage shoes was driven by a desire to find the perfect fit for stunning pieces that didn't fit her own size—a testament to her commitment to the art of collecting.

Developing the Collector’s Eye

Host Cameron probes into whether Alexia was born with a natural eye for valuable collectibles or if it was a skill honed over time. Alexia confidently asserts:

"It's about the art of looking at something that nobody else is necessarily looking for and building a story out of it." (03:03)

She emphasizes the importance of foresight in identifying pieces that not only hold historical value but also resonate emotionally with her audience. This unique approach allows her to present vintage Chanel ballet flats that promise to sell while also introducing her audience to pieces they never knew they needed.

From Fashion to Homeware: Expanding Horizons

A pivotal moment in Alexia's career was her sourcing trip to Provence, which inspired her to extend New's offerings into vintage homeware. She recounts:

"It was time for New to do home. And the thought overwhelmed me... it really is such a natural category of myself in my life." (14:03)

This expansion was influenced by her upbringing in a family with a deep appreciation for beautiful objects, courtesy of her mother, an interior designer. The transition into homeware was both a personal and strategic move, allowing New to encapsulate a broader spectrum of vintage beauty.

Sourcing: The Heart of Collecting

Alexia's sourcing strategy is both relentless and diverse. Living between Los Angeles and New York provides her access to some of the world's best secondhand resale and consignment stores. Additionally, her travels, such as her extensive trip to Provence, enable her to discover unique pieces that enrich New’s collection.

"I'm sourcing all day, every day... I love to just pick a handful of places every year to go explore and to source." (13:05)

Her dedication to sourcing ensures that each item available at New is something she personally believes in, reinforcing the brand's commitment to quality and storytelling.

Philosophy on Wear vs. Display

A central theme of the discussion revolves around whether vintage pieces should be worn or preserved. While Alexia personally maintains a personal archive of rare designer shoes meant for legacy, she primarily curates wearable pieces for her customers.

"Most of the product that I provide for people is wearable and functional." (11:32)

She champions the idea that vintage items should enhance one's lifestyle while also advocating for their sustainability and potential future value.

The Viral Moment and Business Genesis

A defining moment for Alexia was when a TikTok video showcasing her Dior Dice heels went viral. This unexpected surge in demand crystallized her vision to bridge her personal passion with a business venture.

"Everybody was saying, where can I get these shoes? I need these shoes. And in my head, I'm like, do people not realize these are rare Dior?" (20:05)

This viral interest propelled her to establish New, focusing on bringing coveted vintage pieces to a broader audience.

Condition and Restoration: A Unique Perspective

Contrary to many collectors who prioritize pristine condition, Alexia embraces items with character and history, viewing wear and tear as integral to their stories. She explains:

"I have an unpopular opinion when it comes to condition because I actually love things that have wear and tear to them." (22:28)

With partnerships like her skilled cobbler in LA, she ensures that even well-worn pieces can be restored and cherished anew, emphasizing the balance between preservation and functionality.

Vision for New as a Lifestyle Brand

Alexia envisions New evolving into a lifestyle brand that helps individuals curate beautiful lives through mindful and sustainable purchases. Her goal is to encourage customers to invest in pieces that not only last but also tell a story.

"Creating a beautiful life... to offer people products where they can curate a beautiful life and be mindful about their purchases." (26:23)

This vision extends to both fashion and homeware, positioning New as a holistic vintage haven.

Personal Collection Highlights

Alexia shares highlights from her personal collection, including a cherished pair of Chanel sandals adorned with a ladybug—a symbol deeply meaningful to her.

"There's an iconic pair of Chanel sandals that have a ladybug on them. Those shoes are just something I would never let go of." (29:39)

Additionally, her collection boasts rare Dior Dice heels and a diverse array of fine china, showcasing her eclectic taste and appreciation for diverse eras and styles.

Collector’s Gene Rundown

In the engaging segment Collector’s Gene Rundown, Alexia answers several personal questions:

• What's the one that got away?

  A missed opportunity to purchase vintage textiles in Provence, which now inspires her to explore quilting with secondhand fabrics. (30:17)

• On Deck Circle: What's next for you in collecting?

  Expansion into homeware, specifically rugs and paintings. (31:00)

• Unobtainable: What’s your dream collectible?

  A pair of shoes by Andre Pruga, a pioneer in the female shoe industry from the 1950s. (31:54)

• Page One Rewrite: If money was no object, what would you collect?

  Vintage watches that double as jewelry, starting with vintage Gucci watches from the 1980s. (32:36)

• Goat: Who do you look up to in the collecting world?

  Alexia admires all seasoned collectors she encounters, valuing their unique visions and stories. (33:40)

• Hunt vs. Ownership: Which do you enjoy more?

  Alexia prefers ownership, finding joy in possessing and curating her collection. (34:33)

• Collector’s Gene: Do you feel you were born with it?

  Absolutely, she affirms confidently. (34:54)

Conclusion

The episode concludes with heartfelt thanks, highlighting the deep connection between collector and curator. Alexia's journey underscores the importance of passion, intentionality, and storytelling in the world of vintage collecting. Her dedication to sustainable fashion and homeware not only preserves history but also fosters a tangible connection between past and present through carefully curated pieces.

Listeners leave with a profound appreciation for the art of collecting and the impact it can have on personal style and living spaces. Alexia’s insights provide valuable guidance for both aspiring and seasoned collectors, emphasizing that true collecting is about more than possession—it’s about creating a meaningful and beautiful life.

Notable Quotes:

• "Every item she shares carries intention, individuality, and a little slice of her vision." — Host Cameron Ross Steiner (00:13)

• "When you walk into a room, people should look at your shoes first because they'll know everything about you just by looking at your shoes. And if your shoes make a statement, you make a statement." — Alexia Ioannou (04:01)

• "Look more closely. They could actually have something so exciting and they just fix it up a little bit." — Alexia Ioannou (23:43)

Timestamps:

1. 00:00 – Introductory Remarks
2. 02:07 – Alexia’s Early Love for Vintage Shoes
3. 03:03 – Developing a Collector’s Eye
4. 04:01 – Shoes as Art Pieces
5. 11:32 – Wearable vs. Display Collections
6. 14:03 – Expanding into Homeware
7. 20:05 – Viral TikTok Moment
8. 22:28 – Embracing Wear and Tear
9. 26:23 – Vision for New’s Future
10. 29:39 – Personal Collection Highlight
11. 30:17 – One That Got Away
12. 31:00 – Future Collecting Plans
13. 31:54 – Dream Collectible
14. 32:36 – Ideal Collection with Unlimited Funds
15. 33:40 – Role Models in Collecting
16. 34:33 – Hunt vs. Ownership Preference
17. 34:54 – Born with the Collector’s Gene

Connect with Alexia Ioannou and New:

• Website: New Vintage Studio
• Substack: Alexia’s Vintage Insights
• Instagram: @NewVintageStudio

This episode is a treasure trove for anyone passionate about vintage fashion and homeware. Alexia Ioannou’s authentic passion and strategic vision offer listeners both inspiration and practical insights into the nuanced world of collecting.