Vintage by Fé´s aim is to create collections characterized by a sophisticated feeling inspired by the early 1900s. The collection has a muted color scheme with a carefully chosen accent color for every season, ”The pallet reflects the past ways of life”. The clothes should be worn for both everyday use and special occasions, with the keyword "dress up dress down". The audience is broad, but the focus is the trendy mid age woman who wants to feel young and attractive in a sophisticated way.

The Swedish fashion brand, Vintage by Fé were launched in 2008. Behind the brand there is a creative team working, leaded by Johanna Rautio, Nicklas Fahlström and Eric Cardell.