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 dresses elegantly and loves authentic, timeless fashion from well-known luxury brands.
Lady Green loves it green and the main thing is sustainable. She shops at Vestiaire driven by her translation for sustainable fashion.
Hunter has a lot of stamina when it comes to finding the best second hand treasures. She knows Vintage inside and out.
Rich owns a closet full of designer treasures, and resells them too.
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.