Fast fashion is a term that describes the cheap and disposable clothing industry that produces trendy garments at a low cost and high environmental impact. Fast fashion is responsible for about 10% of global carbon emissions, more than all international flights and maritime shipping combined. It also consumes a lot of water, resources, and chemicals, and generates a lot of waste and pollution.
Vestiaire Collective is a global online marketplace for authenticated pre-owned luxury and premium fashion. Founded in 2009 in Paris, the company has grown to have over 11 million members in 80 countries, and offers more than 3,000 brands of clothing, accessories, and shoes. Vestiaire Collective’s mission is to extend the lifespan of fashion items and reduce their environmental footprint by promoting circularity and sustainability in the industry.
To raise awareness of the environmental costs of fast fashion and to position itself as a leader in sustainable fashion, Vestiaire Collective launched a new global rebranding campaign in 2023, with the slogan “Long Live Fashion”. The campaign, produced in collaboration with Droga5 London, featured a CGI video that showed Times Square transformed into a landfill for textile waste, with a voice-over narrating the story of fast fashion’s detrimental effects on the planet.
The video, which went viral on social media, was a powerful and provocative way of highlighting the contrast between the glamour and the reality of fast fashion, and of urging consumers to rethink their consumption habits and choices. The video also showcased Vestiaire Collective’s unique and desirable inventory, sourced from its community and carefully curated by its team of fashion experts.
The video was part of a larger campaign that also included outdoor, print, and social media ads, featuring real models wearing pre-owned clothes from Vestiaire Collective. The campaign also coincided with the company’s decision to remove H&M, one of the biggest fast fashion brands, from its platform, as a way of reinforcing its commitment to sustainability and circularity.
Another aspect of the campaign was a series of images that compared the amount of clothes waste generated by different countries with the height of famous landmarks, such as the Berlin TV Tower andthe Eiffel Tower. These images were very striking and shocking, as they illustrated the magnitude of the textile waste problem and how it affects different countries. They also conveyed a clear and simple message to the consumers, which was to think before buying, and to consider buying second-hand clothes from Vestiaire Collective instead of fast fashion.
The campaign was a success, as it generated a lot of buzz, engagement, and positive feedback from the public, the media, and the fashion industry. It also increased Vestiaire Collective’s brand awareness, reputation, and loyalty, as well as its sales and membership. The campaign also contributed to the broader movement of sustainable fashion, which aims to create a net-positive impact on the environment and society by reducing waste, pollution, emissions, and exploitation, and by increasing reuse, recycling, innovation, and creativity.
Vestiaire Collective’s campaign is an example of how marketing, communication, branding, innovation, creativity, and advertising can be used to create a positive change in the world, and to inspire consumers to join the cause. By challenging the status quo of fast fashion, and by offering a viable and attractive alternative, Vestiaire Collective is showing that fashion can be both stylish and sustainable, and that long live fashion is not just a slogan, but a vision for the future.
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