When the first batch of 'vintage-inspired' online boutiques started popping up I was a bit confused to be honest. It's either vintage or it's not. I put Ruche into this category of confusedness when I first heard of them but they've grown on me immensely. Their clothes are no longer exclusively vintage-inspired, they've added many modern elements but the main factor is that they're all stylish but still understated. A tough thing to pull off. I'm a little bit in love with their Spring lookbook and I want to go take photos in a nursery now.