How Vestiaire Collective aims to appeal to its diverse clientele

Second-hand retailer Vestiaire Collective is launching a campaign on Monday to reinvent itself.

With the call “Long Live Fashion – fashion forever”, the Paris-based company presents itself “as the world’s most stylish and trustworthy community for second-hand fashion” where sellers and buyers of high-quality fashion come together.

Five different Vestiaire dolls appear in the campaign as a group called “The Collective”. They appear to be made from recycled materials themselves and were developed for the campaign by London advertising agency Droga5. With a pinch of humor, Vestiaire Collective uses the characters to address different customers, their styles and motivations to buy.

The characters

Miss Classique. Image: Vestiaire Collective

Miss Classique dresses elegantly and loves authentic, timeless fashion from well-known luxury brands.

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miss green Image: Vestiaire Collective

Lady Green loves it green and the main thing is sustainable. She shops at Vestiaire driven by her translation for sustainable fashion.

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Hunter. Image: Vestiaire Collective

Hunter has a lot of stamina when it comes to finding the best second hand treasures. She knows Vintage inside and out.

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rich Image: Vestiaire Collective

Rich owns a closet full of designer treasures, and resells them too.

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drops. Image: Vestiaire Collective

Drops is always first in line for the next designer collaboration.

For the campaign film, Vestiaire Collective also collaborated with French director and fashion documentary filmmaker Loïc Prigent.

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