Vestiaire Collective is back! Well, it's never gone away, but the B-Corp certified brand, which enables people to sell high-quality secondhand goods online, has rightfully observed that now's its time to shine.
And it's enlisted Droga5 London for the reintroduction.
Under the tagline "Long Live Fashion," 13-year-old Vestiaire Collective reminds us it's been about circular fashion since before it was cool. The ad depicts a runway show for its "pre-loved collection," where even the models are "pre-loved."
This is such a weird spot. But it's also hard to write off because we've been conditioned to cherish anything that remotely resembles a Muppet.
The "pre-loved" runway models are puppets composed of secondhand clothing. Their names—Miss Classique, Rich (imaginative…?), Lady Green, Drops and Hunter—also describe their secondhand shopping style: luxury fashion lovers, secondhand market sharks, sustainability shoppers, limited-release junkies, and vintage hounds. This is a cute way of shouting out the "style tribes" who fuel the universe of circular fashion.
The voiceover, with its clipped, made-for-TV French accent, is fashion commentator and journalist Loïc Prigent, most famous (in our minds) for writing our favorite book of stuff overheard at Fashion Week. If you think the audience reactions in this work are a little silly and cartoony, Prigent's sardonic (but loving!) bare-all writing will confirm that, yeah, sometimes that's what fashion people are like. He also makes a cameo in the ad.
"Our pre-loved campaign [...] gave us such a rich platform to build a bold marketing program around, allowing us to showcase our fashion and sustainability credentials in the most talkable way, while also speaking to each member of our growing community and the reasons they choose to shop on the Vestiaire Collective platform," said Vanessa Masliah, VP of marketing and branding at Vestiaire Collective.
"Long Live Fashion" was directed by Andreas Nilsson. It represents the first major campaign by Droga5 London for the brand since it won its business in 2021. The ad will air on national TV in France and Italy, and on branded social channels in the U.S., U.K., Spain and Hong Kong. Print and out-of-home support was shot by British-Ghanaian photographer Campbell Addy.
"Our pre-loved campaign was inspired by Vestiaire Collective's purpose-led business, a company that prioritizes circularity and resells high-end fashion," adds David Kolbusz, chief creative officer of Droga5 London. "Who better to give voice to the brand than the clothes they sell, fashioned into puppets?"
Client: Vestiaire Collective
VP, Marketing and Branding - Vanessa Masliah
Head of Brand - Raphaël Bittner
Creative Director - Valentin Lefevre
Agency: Droga5 London
Chief Creative Officer - David Kolbusz
Executive Creative Director - Shelley Smoler
Creatives - Ashley Hamilton, Sarah Sutherland
Head of Production - Peter Montgomery
Producer - Jessie Gammell
Art Buyer - Katerina Gharraph
Assistant Producer - Manon Rees
Design Director - Stephanie McArdle
Senior Designer - Stephen Taylor, Alasdair Griffiths
Head of Studio - Tim Larke
Head of Strategy - Damien Le Castrec
Strategy Director - Francesca Zedde
Joint Managing Director - Rebecca Lewis
Senior Account Manager - Matt Brown
Puppet Makers – Puppets Magic
Production Company - Biscuit Filmworks
Director - Andreas Nilsson
Executive Producer - Rupert Reynolds-MacLean
Producer - Kwok Yau
Cinematographer - Thomas Hardmeierr
Production Designer - Alexis Ross
Stylist - Sam Ranger
Editing Company - The Quarry
Editor - Ben Jones
Post Company - Electric Theatre Company
VFX Lead - Iain Murray
Colourist - Hannibal Lang - BaconX
Sound Company - 750MPH
Sound Designer - Sam Ashwell, Michalis Anthis
Music Composer - Murphy / Howard
Vocalist - Elisabeth Troy
Music Writers - David Kolbusz, Ash Hamilton, Sara Sutherland, Michalis Anthis Music Supervisor - Soho Music
Photographer - Campbell Addy
Production Company - CLM
Executive Producer - Thu Nguyen
Producer - Cai Lunn, Teodora Budimir
Talent - Goi Manase, Jess Maybury, Dahan Phuong Oanh
Stylist – Sam Ranger
Set Design – Afra Zamara
Casting – Mischa Notcutt
Hair – Virginie Moreira
Makeup - Ammy Drammey
Puppet Makers – Puppets Magic
Puppeteers – Kim Scopes, Douglas Rutter