‘ IT’S THE CHEAPEST FORM OF SELFEXPRESSION’

the moderniser ruth hickman, founder, rex

in a previous life – first as a stylist, then as a buyer for Selfridges (she project managed and launched the department store’s Designer Studio) – Ruth Hickman was at the epicentre of all that was now and next in fashion. But she always had a soft spot for vintage. ‘It’s the cheapest form of self-expression,’ she says. ‘ Vintage is so open to interpretation, I love that I can define the look and the rules.’

Last year, fatigued by the relentless speed of the industry, she set up her own vintage fashion venture, offering ‘accessibly priced garments that still feel special’. The result is Rex, an online fashion platform for women ‘too old to shop Depop’ and who want ‘to give ’50s Americana a wide berth’. Every piece comes in under £100 and is sourced from the UK by Cornwallbased Ruth.

Her hope is that people look at them as great clothes, rather than great vintage clothes. Using Ruth’s buyer’s eye, Rex’s USP is the curated edits, all organised by outfit. ‘I want you to be able to wear these pieces to the shop without looking like an odd bod,’ she laughs.

Worried about looking too literal? Ruth says modern, ‘normal’ shoes are a must. Her own wardrobe is an eclectic mix: a tartan maxiskirt that always elicits praise, along with a collection of ‘holey old jumpers. Like Fagin from Oliver Twist.’ rexvintage.com