Behind the Scenes at Nasty Gal

by jennine on April 28, 2010

Meet Sophia Amoruso..she started Nasty Gal as a vintage shop on eBay a little years ago, she was one of the first eBay vintage sellers to put a lot of effort into the styling and photography of online vintage selling which has changed the market from just buying clothes online to buying into a way of dressing.

I’ve been in contact with Sophia over the years, and it’s been very interesting to see the Nasty Gal brand grow, when she moved over to her own site in 2009, all the inventory sold out in the first few days. A good sign! Though these days she’s focusing more on new clothing rather than vintage, there is still a very distinct style that’s true to Nasty Gal.  Edgy, sassy and sexy, the look is very young and daring, all while the clothes are still affordable, that’s no small feat. The other week, we met up and she gave me a tour of the new HQ which is a nice-sized warehouse in Emeryville to take a look at where it all happens. We sat down, had a coffee and chatted for a bit, I asked her a few questions about her Nasty Gal in this interview:

Here is the lovely Miss Sophia, what she wears on a work day…

Where the magic happens… a rack of new clothes after the shoot.

This table makes me want new accessories….

Crazy shoes!

From the vintage racks…wow, this silk pleated bolero is amazing…

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frances April 28, 2010 at 9:57 am

looks amazing! she does such a great job with the styling x

Beth April 28, 2010 at 10:01 am

Ah, wow! I have been in LOVE with Nasty Gal since I first stumbled on the website. I really admire their consistent styling, professionalism, and marketing. I’m proud to be a Nasty Gal at heart.
.-= Beth´s last blog ..Porcupine Ring =-.

jennine April 28, 2010 at 4:33 pm

yeah, it’s amazing how consistent yet evolutionary the brand has been… it’s pretty inspiring.

Linzi O'Connor April 28, 2010 at 10:20 am

Oh my gosh I love this post! What a great story told in a very interesting and real way!
.-= Linzi O’Connor´s last blog ..… All Dressed in White =-.

Rococo Vintage April 28, 2010 at 11:23 am

Ooh, I always love seeing how shops keep things organized during shoots (personal weakness of mine, ahem) I’m all kinds of inspired right now.

And you did such a great job editing the video!

.-= Rococo Vintage´s last blog ..a place where one’s alone. =-.

jennine April 28, 2010 at 4:37 pm

haha, me too, i love seeing organziation in’s my biggest weakness!

Julia, the Thanksgiving Girl April 28, 2010 at 11:41 am

I’ve just recently heard about Nasty Gal for the first time, so it was really interesting to watch the interview and get to know more. Thanks for posting it!

helen April 28, 2010 at 11:54 am

great post babe! jealous of the that bolero…
.-= helen´s last blog ..they don’t know what we know =-. Maegan April 28, 2010 at 12:03 pm

such a great interview …{I love your technique} …and photos as well. You know I love vintage …checking her store now.
.-= …love Maegan´s last blog ..Completely Gratuitous Outfit Post =-.

jennine April 28, 2010 at 4:41 pm

haha, it was mostly because i really hate my voice, it’s way, way too valley.

Maggie April 28, 2010 at 1:51 pm

Nasty Gal is one of my favorite shops! Everything is fair-priced and still hip.
.-= Maggie´s last blog ..Dress Like Alison Mosshart =-.

Denise @ Swelle April 28, 2010 at 3:18 pm

I love behind-the-scenes anything, great production Jennine! (I too admire the neatness!)

ThatGirl39 April 28, 2010 at 3:41 pm

Fantastic interview and I love Sophia’s sunglasses. Thanks for introducing me to Nasty Gal! x
.-= ThatGirl39´s last blog ..Would They Wear It At The School Gate? =-.

jennine April 28, 2010 at 4:42 pm

sophia’s glasses are great arent they?

eliza April 28, 2010 at 7:58 pm

I have loved nasty gal since coming across it two years ago (right about when Sophia mentioned the styling/design is embarassing actually hah, but I didn’t think so at the time…) The whole concept is brilliant, even if the focus has changed to more new items than vintage. It’s all about the context she manages to set for the outfits and accessories…She makes a really good point about some online stores placing a gap between the buyer and the item because of styling and modelling…

sorry to ramble! but great post. I really enjoyed it. Thanks for sharing :)

jennine April 29, 2010 at 10:46 am

yeah, i always liked the styling…but people always tend to be hardest on themselves.

PAPERFASHION April 28, 2010 at 8:38 pm

Wow, I’m so glad you did this interview! Nasty Gal is by far my favorite online store out there :) . They consistently have unique pieces at amazing prices!!!!!

Abby April 29, 2010 at 6:52 am

I love her look!

Kasey April 29, 2010 at 7:06 am

I’m surprised I’ve never ran into here, she’s literally right down the street from my job!
.-= Kasey´s last blog ..Shoptalk: Jewelry by Brad Walsh =-.

WendyB April 29, 2010 at 12:36 pm

Wait…did you get to “shoot the shoot” again? ;-)
.-= WendyB´s last blog ..“Things Are Easy When You’re Big in Japan” =-.

elena April 30, 2010 at 8:59 am

Oh wow you guys were right on Hollis (a street I drive down every day!), that is the go to Starbucks at the corner! ;) I didn’t know Nasty Gal was Bay Area based. Nice to know! I just learned of this online store about a month or so ago. Thanks so much for this interview! Definitely want to support my local businesses! :)

Diederik May 2, 2010 at 4:19 am

Amazing top! It reminds me of a designer called Fong Leng in Holland. She is a fantastic 80′s designer!

Kori May 3, 2010 at 10:50 pm

Luv!! Nasty Girl Vintage. This is my all time fave vintage shop! The Bay is filled with so many beautiful creative people like Sophia. I’m in Emeryville all the time I can’t wait to run into her I know it will happen one day.
.-= Kori´s last blog ..just a taste =-.

Skinnypurse May 4, 2010 at 4:45 pm

Wow, awesome interview! I’m a fan of Nasty Gal, so it’s cool to see Sophia and her store featured! She clearly has amazing style. I think they also do a great job w/ their email marketing - the photos really grab you and make you want to shop!
.-= Skinnypurse´s last blog ..ShopBop Coupon Code: Save 15%! =-.

Leila Silva May 5, 2010 at 7:43 am

Great knitting cardigan. One piece of timeless style with quality and beauty too.

Leila Silva

Midnight Cowgirl May 7, 2010 at 8:05 am

Great interview! Nasty Gal has such a wonderful selection of vintage clothes.
.-= Midnight Cowgirl´s last blog ..Links a la Mode: The Independent Fashion Bloggers Roundup =-.

Aleisha Rose May 12, 2010 at 6:48 pm

WOW! I love Nasty Gal! This was so great to see the behind the scenes! Loooove it!


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