In the world in which we live, we consume meanings rather than objects. That is to say, everything we buy exerts an emotional impact on us which makes that product special and we go for that when we buy it.
We need products to give us emotion and sensitivity. Basically, we want them to tell us something.
People are the protagonists and so products increasingly tend to establish a close relationship with the consumer. People give life to products.
Consumption of life-memories and re-versioning of old products is increasingly present. With these products we can see the sensitivity provided by the relationship between the subject and the reality which surrounds him and this is defined in terms of time rather than those of functionality. The need for memories to get through our daily lives and the need for keeping those memories alive in a material way, has given vintage products a significance which is ever more important and refreshing.
The tendency towards life memories, old products, vintage and nostalgia for bygone days arises from the individual’s need to find a secure, familiar place full of good memories when faced with world globalization and all the current social problems.
Vintage is a manifestation of post-modern culture. It is a product of the loss of faith in progress and disenchantment with the innovation which is so typical of these modern days.