Filled with one of a kind vintage items, the San Francisco based online vintage shop, Mother's Daughter, is the one site that you must bookmark. After stumbling upon their site a couple months ago, I was immediately infatuated by their vintage clothing and accessories that they specialize in. So, of course, I had to know all the details behind Mother's Daughter. Luckily, Hayden, the force behind all of this vintage goodness was willing to sit down and have a little chat with me about her label.
one. Firstly, tell us a bit about yourself.
My name is Hayden Shiebler, I live in San Francisco. I own and run an online vintage clothing shop - Mother's Daughter. Up until recently I have been the sole buyer, photographer and employee of Mother's Daughter. In addition to shop owner I also am a photographer and have just begun doing video work - really excited about that one.
two. How and when did you start working with vintage clothing?
I've been shopping at thrift stores since I was a teenager, I found it so much more exciting than going into a regular retail store and buying some sort of pre-packaged outfit. My thrift store shopping addiction eventually got a little out of hand - so I decided to start selling my finds to friends, and then later on eBay.
three. Describe the process of scouting for vintage clothing for your shop.
I have lots of different sources. I often shop here in San Francisco at various thrift stores and estate sales. San Francisco has a really wonderful history in fashion and the clothes I find here are like none I could ever find elsewhere. I'm very particular with styling for the shop - I am extremely decisive with what I do and do not buy. I think it makes the world of difference. I carefully inspect every single piece before it gets to be photographed - many times I will veto an item in the middle of a photo shoot. That may sound a little unnecessary but I feel obligated to make sure we do not sell something that does not properly represent our aesthetic or quality standards. Buying for the shop is something I take seriously but also really enjoy, it's an adventure every time.
four. Can you give us an inside scoop of your shop's name, Mother's Daughter?
I pondered over a name for the store for months, I thought it was really important to have a name that was simple but powerful. One of my favorite things about vintage clothing is it's history and the fact that it has been owned and interpreted by someone else. With each person it goes through it receives it's own identity, like an heirloom being passed down from a mother to her daughter. My mother has always had great style, so of course that has something to do with it as well.
five. Describe a typical day in the Mother's Daughter studio.
Well the Mother's Daughter studio currently just exists in my apartment in San Francisco. I do most of the work myself - updating the site, packaging and shipping out items, the basic day-to-day things of a functioning business. We are slowly adding employees, our recent (and first) addition being friend and photographer Katie Miller. She has been assisting with shoots as well as shooting lookbook photos for the store. We try to photograph new pieces for the store at least once a week. We don't shoot in a studio - we're always outdoors at a location. We try to shoot at new locations as often as possible, packing up a car full of girls & snacks and driving to an unexplored place here in the bay area. It gives a great feeling to the photographs as well as makes it an enjoyable experience for our models (whom are also our friends).
six. Who are the people you look up to the most?
My best friends. My parents. But really anyone I meet who is pursuing what they love and truly seeking happiness through their passions. It's a very difficult thing to do actually, so to meet anyone who is living their life that way is admirable to me. Maybe I have been living in San Francisco for too long, but that's actually how I feel.
seven. Where do you hope to see yourself and Mother's Daughter in five years?
I want Mother's Daughter to completely encompass a particular aesthetic and style - and within that being expansive and varied. I basically just want our store to be seen as something that only offers things that are truly great - anything from clothing to artwork to music. I think that although everyone has different taste, they can recognize the difference between something being great and something being not-so-great. I want our store to represent a sort of decisiveness, going against the grain of the constant flow of haphazard trends while still staying relevant and stylish. I started with vintage clothing because that is what I already have known, but soon we will be exploring different options in terms of our inventory. I really believe in the power of having a defined aesthetic - if you are truly dedicated to what you like, others will be responsive to it as well. And because I like everything (in my own very specific way) it appeals to more than one type of person.
eight. What is your favorite vintage piece that you have acquired and why?
A pale grey/blue floor length, long sleeve completely sheer dress that has a flocked velvet floral brocade print. It is from 1930's and my mother got it in the 70's when she lived in Paris. I have never worn it out of my house, I'm too afraid to ruin it. I just stand in front of the mirror wearing it sometimes, that's how lovely it is.
nine. Fashion bloggers are continuously taking the fashion scene by storm, what is your take on fashion bloggers?
Fashion blogs did not exist when I was in high school and didn't really become such a driving force until the past year or two, so it is very intriguing to me - I am still trying to understand my take on them. But from what I do understand, I think it's great. Mother's Daughter is so much about personal style - I find it to be really inspiring and special. For so long everyone was led to style themselves by magazines and television, by strangers who maybe had nothing in common with them. The fact that girls can get their inspiration from other girls like them around the world is really amazing. The internet has changed every art form from music to fashion and how it is represented and interpreted. Now, instead of being the product of someone else's decision, they are the ones making the decisions. You can now tell the industry what you want, rather than be told. I think that is pretty fantastic.
ten. Our last designer interviewee wants to know, what is your favorite month of the year?
My favorite month of the year is July. Fourth of July is my favorite holiday, I love summertime, I love patriotic colors, fireworks, sparklers, parties in the daytime, friends are usually visiting who have moved away...all the best things happen in July.
eleven. And finally, what is one random question you would like to ask our next interviewee?
When you can't decide on anything to wear, what is your no-fail backup?
For further lurking of Mother's Daughter, you can go here.