Balenciaga introduces "pre-loved" program with resale platform Reflaunt

By

Cassia HALABI CARTER

Published
Sep 27, 2022

With Balenciaga product demands soaring on the resell market, it was only a matter of time before the luxury powerhouse hatched a secondhand strategy. As a result, the brand has partnered up with white label reselling platform Reflaunt in an effort to attract sustainable shoppers and promote circular fashion. 

Customers can now -- either through a complimentary pickup or drop-off in selected stores -- exchange their Balenciaga clothes and accessories for store credit or funds. But only after a thorough documentation process, which includes authentification and pricing. In an effort to optimize sales and increase product attractivity, each item will be professionally photographed by brand representatives before being listed on Reflaunt's designated online marketplaces. 

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This isn't the first time Demna Gvasalia, the brand's creative director has manifested his interest in upcycling: Balenciaga's Spring/Summer 2021 collection was almost entirely produced with repurposed or certified sustainable pieces. The designer is riding a wave in an industry where eco-friendliness and brand transparency can no longer be ignored, especially in an era where Gen Z watchdogs, such as Instagram fashion account Diet Prada, hold companies accountable on social media.