Oct 16, 2018 | By Nigel Taylor
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Oct 03, 2017
By WGSN Insider
Vestiaire Collective, the fast-growing French fashion re-sale site, has unveiled its first ever fashion ad campaign, which it says “further reinforces its position as a disruptor within the luxury re-sale industry”.
The business recently launched into Asia-Pacific, and the campaign plays on its diverse global community and “highly desirable international wardrobe of rare pre-owned pieces”.
It features model of the moment Lexi Boling, Parisian ‘it’ boy Paul Hameline, along with Japanese cover star and global ‘new face’ Manami Kinoshita.
Led by creative strategist Kerry Haynes, the campaign stills and video were shot in New York. The creative team included creative director Graham Rounthwaite, of i-D magazine and previously of The Face, fashion director Alastair Mckimm, also of i-D magazine and creative consultant to Saint Laurent, along with photographer and film director Daniel Jackson.
The campaign includes a series of stills along with TV and digital video, and aims to promote Vestiaire Collective as the global go-to site to sell and buy authentic pieces of pre-owned luxury fashion, ranging from recent designer collections to vintage pieces.
Launching on September 28, it will run across 11 of the business’s key markets including France, the US, UK, Italy, Germany, Spain, Scandinavia, Hong Kong and Australia.
Creative strategist and image director Kerry Haynes said of the new campaign work: “It is important that our creative for this debut Vestiaire Collective campaign reflects the modern proposition that they offer in pre-owned luxury. Their global reach has built a diverse community that includes many industry heavy-hitters. The more we considered it, the more we identified that Vestiaire’s authoritative curation and fashion expertise is revealed through community sharing (or selling) and acquisition of not just vintage, but also new season pieces whether they be limited edition, sold out from the catwalk or just plain hard to get.
“Luxury re-sale is culturally relevant from an archival, and environmental standpoint; thus, the emphasis became about creating an identity that sits within luxury fashion, but also accessible to many. A world-renowned creative team with expertise in artistry, identity and nuance orchestrate a visually and emotionally engaging series of imagery featuring a cast of young, diverse, in-demand faces that represent the modern proposition that firmly places Vestiaire Collective in a league of its own.”
Founded by Sébastien Fabre (who is currently CEO) and Fanny Moizant, Vestiaire Collective has carved out a large market share in the re-sale sector and has taken over much of the designer re-sale traffic that might have gone to sites like eBay just five years ago. While it takes a larger cut of the sale price than eBay does, its rigorous photography standards, its authenticity checks, and its easy pick-up and delivery options have seen it achieving a membership of over 6m globally.
The release of the campaign follows the company’s announcement this year of a $65m investment to fuel global growth, specifically in the US and Asia-Pacific, and increase operational capabilities. After expanding into Asia-Pacific, the company recently announced plans to open a new 8,600sq-ft logistics hub in Tourcoing, Northern France. This will function alongside the existing logistics centres in Paris and New York, allowing it to control, authenticate and ship 10,000 products worldwide each day.
Located in the heart of Paris, Vestiaire Collective will also open its first boutique on October 19 for four months. The pop-up will also have a Vestiaire Café.
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