Emma chamberlain's vintage hunt: algorithm, chinatown & rose bowl

Emma Chamberlain, the reigning queen of podcasting and burgeoning businesswoman, is proving that even the most savvy influencers rely on a little serendipity – and a whole lot of strategic scrolling – when it comes to sourcing vintage treasures. Forget curated collections; Chamberlain's approach is a delightfully messy dance with the internet's algorithm, a revelation she shared during a recent appearance on The Run-Through.

The algorithm as muse, the city as inspiration

“I kinda let the algorithm take me on a journey,” Chamberlain confessed, acknowledging the often-chaotic nature of online thrifting. But while she embraces the digital realm, she also values the tangible thrill of in-person discovery. Her New York City expeditions lead her straight to Chinatown, a nod to James Veloria and the unique shops tucked away in that vibrant neighborhood. “When I’m in New York, Chinatown,” she declared, emphasizing the appeal of its hidden gems.

But it’s Los Angeles that truly captures Chamberlain's vintage heart. The Rose Bowl Flea Market, a sprawling labyrinth of vendors and possibilities, consistently draws her back. “It’s so wonderful and it’s massive and it’s so overwhelming, but it’s cool,” she explained. “It feels very LA, and it’s all in one place.” The sheer scale of the market, she admits, can be daunting, but that’s part of the allure.

What sets Chamberlain apart isn't just her keen eye but also her generosity. Haggling? Not in her vocabulary. “I am a tipper,” she revealed with a laugh. “I’m just so grateful I found it. I’m like, take the full price. Here’s also an extra $10. I’m just so lucky. I don’t want to buy something unless I’d pay more for it than it’s worth.” A refreshing perspective in a world often defined by relentless negotiation.

The influencer's influence extends beyond her own wardrobe. This May, she’ll once again grace the Met Gala carpet as Vogue's special correspondent, a role she approaches with surprising humility. “I don’t expect anything,” she said, reflecting on her continued involvement. “Every year I’m like, ‘This could be the last year.’”

Meanwhile, Vogue Runway’s Irene Kim and producer Alex Jhamb Burns offered a glimpse behind the scenes of the second annual Vogue Vintage Market, where eager shoppers, some queuing for hours, sought out coveted pieces—a testament to the enduring power of vintage and the increasingly discerning tastes of today's fashion enthusiasts. The market, a flurry of activity and anticipation, underscored a simple truth: the thrill of the hunt remains very much alive.