20 January 2025

Trends in the Vintage and Pre-Loved Ball Dresses Market & Tips for Buying Online

Few garments in a woman's wardrobe hold as rare an opportunity to be worn as the ball gown—except perhaps the wedding dress. Yet, Austrians are by no means reluctant ball-goers. With an abundance of glamorous events throughout the season, it is common practice to change ball gowns every year. Opting for a vintage or pre-loved dress has become an increasingly popular choice, offering both sustainability and access to exquisite designs at a fraction of their original cost.

It is important to distinguish between vintage and pre-loved dresses. A vintage gown typically refers to a piece that is at least 20 years old, often embodying the fashion and craftsmanship of its era. Pre-loved, on the other hand, includes gowns that have been previously worn but do not necessarily fall into the vintage category. Whether seeking timeless elegance or a contemporary design, buying second-hand ensures that every ball season can be celebrated in style without unnecessary waste.

Insights from Willhaben: Austria's Largest Online Marketplace

Today, Austria's largest online marketplace, Willhaben, released insights into the extensive range of vintage and pre-loved ball gowns available on its platform. The statistics highlight a growing trend towards sustainable fashion, with ball gowns listed for an average price of 66.5 euros—slightly less than last year's 71.5 euros. Currently, around 55,000 evening and ball gowns are available for purchase, catering to a wide range of tastes and budgets.

While many gowns are affordably priced, luxury pieces are also on offer.

Notable examples include:

• A Chanel three-piece evening ensemble (top, maxi skirt, and short overskirt) made of 100% silk, listed for 2,200 euros.
• An Escada Couture ball gown in size 38, originally priced at 5,980 euros, now available for 1,599 euros.
• A Jürgen Christian Hörl ball gown, known for its exquisite craftsmanship, priced at 990 euros.

Interestingly, the press release mentions a question mark in the description of a piece, possibly hinting at doubts regarding its authenticity.


Editor's Tips for Buying Expensive Vintage Gowns Online

To ensure authenticity and value when investing in a vintage ball gown, consider the following tips:

• Verify Authenticity – Request original invoices, designer labels, and authenticity certificates where possible.
• Inspect Condition – Ask for detailed photos and information about wear and tear.
• Seek Expert Advice – If in doubt, consult a specialist or a vintage fashion expert before making a purchase.
• Check Return Policies – Ensure that the seller offers a return option in case the dress does not meet expectations.
• Use Secure Payment Methods – Platforms like Willhaben offer buyer protection services such as PayLivery, making transactions safer.

The Smart Choice: Pre-Loved and Vintage Ball Gowns

Choosing a vintage or pre-loved ball gown is not only a wise financial decision but also a step towards sustainable fashion. It allows for a unique and elegant appearance at Austria's most glamorous events while reducing textile waste and preserving exquisite craftsmanship from past decades. Whether for tradition, affordability, or environmental consciousness, second-hand ball gowns offer a stylish and responsible way to embrace Austria's rich ball culture.

Image: The picture shows a smartphone displaying a picture of a long gold and black brocade couture dress by Escada, size 38, with the original price and the current price for the pre-loved piece on the app of the Austrian online market place Willhaben. Photo: © willhaben.