Vestiaire Collective, the renowned French resale giant, has recently undergone a significant rebranding, complete with a fresh identity, tagline, and campaign. In its vision for 2022, the company aims to establish resale as the ultimate solution for sustainable fashion in the industry. With its new tagline, “Long Live Fashion,” Vestiaire Collective aims to build on its existing values of taste and trust. At the forefront of this rebranding is The Collective, a group of five puppets crafted from recycled clothing. These puppets embody the distinct attributes that make Vestiaire Collective stand out, including limited edition designers, unique vintage pieces, a luxurious catalog, a vibrant fashion community, and a commitment to sustainability.
The objective of this rebranding is to inspire a movement within the fashion industry and solidify Vestiaire Collective’s position as a stylish, global marketplace. The puppets serve as style icons, effectively visualizing the transformation, with each puppet representing what the site’s community represents and the reasons why individuals should buy and sell on the platform. Miss Classique epitomizes chic and timeless pieces from top fashion brands, while Lady Green advocates for sustainable fashion. Hunter is an expert in vintage clothing and relishes in the thrill of the hunt. Rich understands the potential value of his wardrobe, while Drops is always on the lookout for exclusive collaborations.
This concept not only showcases Vestiaire Collective’s key offerings but also involves its customers in the brand narrative. Through these unique characters, the company highlights the diversity of its community and demonstrates that it is indeed possible to love fashion while shopping sustainably. The tagline “Long Live Fashion” conveys a sense of urgency, calling upon Vestiaire Collective’s community to unite for the cause of fashion in a way that makes designer and luxury items accessible to all.
For its new campaign, Vestiaire Collective collaborated with Droga5 London, a creative and strategic advertising agency, French director Loïc Prigent, Swedish film director Andreas Nilsson, and British-Ghanaian photographer Campbell Addy. The campaign encompasses outdoor, print, and social media elements. According to Fanny Moizant, the co-founder and president of Vestiaire Collective, the brand has always aimed to challenge the status quo and provide a different perspective on fashion. It celebrates its global network of fashion enthusiasts who actively work towards transforming the industry into a more sustainable one.
Vanessa Masliah, VP Marketing & Branding, emphasizes that “Long Live Fashion” lies at the core of Vestiaire Collective’s mission. It serves as a rallying cry for fashion enthusiasts who also prioritize the long-term well-being of the industry. The brand seeks to raise awareness and engage with its global community to collectively make a positive impact.
Through this rebranding, Vestiaire Collective makes a bold statement about the relevance of sustainability in fashion and positions itself as a leader in the resale market. The use of puppets made from recycled clothing adds a visually captivating element to the campaign, capturing attention while effectively conveying the brand’s message. With its new identity, tagline, and campaign, Vestiaire Collective is poised to bring about significant change in the fashion industry, inspiring others to embrace the concept of sustainable fashion.
Useful Links:
1. Vestiaire Collective About Us
2. Vogue Business – Resale Marketplaces: Authenticity Issue
