Vestiaire Collective in brand relaunch, recycled puppets are high-profile brand ambassadors

By

Sandra Halliday

Published
Mar 22, 2022

French resale giant Vestiaire Collective has unveiled a brand revamp with a new identity, a tagline and campaign to underline its “new vision for 2022” that clearly positions resale as the best way to be sustainable in fashion.

Now with the tagline Long Live Fashion, it’s aiming to “build on the brand’s well-established values of taste and trust” and the ‘personification’ of this is The Collective — five puppets, made from recycled clothing, “representing every attribute that makes our global platform so unique”.

Those attributes include “limited edition designers, unique vintage pieces, luxury catalogue, fashion community and sustainability”.

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The company said it wants to “inspire a movement in the fashion industry, and further strengthen its position as a stylish, global marketplace”. 

Its “style icon” puppets are the most visual representation of the makeover with each one representing what the site’s “community stands for, and all the reasons to buy and sell on the platform”.

They include Miss Classique who’s “chic, polished and in love with authentic, timeless pieces from fashion’s front row brands”; Lady Green, who “stands up for what she believes in and knows fashion’s future is circular”; Hunter, who “has patience, knows vintage inside out, and that the hunt is as thrilling as the find”; plus Rich, who “knows his wardrobe has money-making potential”; and Drops, who’s “always the first in line for the next collab and stays on the lookout for the exclusive collections”.

It's an undeniably interesting concept and the company is using it to not only illustrates key aspects of its proposition, but also to bring its customers firmly into that proposition. 

The company said that “through these unique characters, Vestiaire Collective showcases the diversity of its community, showing that it is possible to love fashion and still shop sustainably”.

It also said that the Long Live Fashion tagline, expresses “a sense of urgency as it calls upon its Collective to gather for the cause of fashion, it does so in a way that makes designer and luxury finally attainable for all”. 

The firm worked with creative and strategic advertising agency Droga5 London, and French director, documentarian and presenter, Loïc Prigent on the new campaign, as well as Swedish film director Andreas Nilsson, and British-Ghanaian photographer Campbell Addy, who shot the outdoor, print and social campaign. 

Co-founder and president Fanny Moizant said: “We have always been driven by a desire to break the rules and offer our global community another point of view on fashion. It is part of our DNA to challenge the status quo and rethink the way people consume fashion for now and for a better future. Today, we want to celebrate our global community of committed fashion lovers as they help transform the fashion industry for a more sustainable future.”

And Vanessa Masliah, VP Marketing & Branding, added: “Long Live Fashion is at the heart of everything we do. It is a rallying cry for all of us who live for fashion, but also want to take care of it for life. It’s an innovative, disruptive, creative approach to raise awareness of our mission. Our goal is to engage with our global community and collectively make a positive impact.”