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By Amy Houston, Senior Reporter

March 21, 2022 | 2 min read

Pre-loved fashion marketplace Vestiaire Collective has launched its debut campaign with agency partner Droga5 featuring a rallying cry to the industry that clothes should last forever – with the help of some sustainably stylish puppets.

‘Long Live Fashion’ is set at a hotly-anticipated fashion show where puppets including Miss Classique, Lady Green and Drops grace the catwalk in their trendy looks from the B-corp brand. French fashion commentator and journalist Loïc Prigent narrates the spot, with Andreas Nilsson making his mark as the film’s director.

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“Our ambition, from a global marketing and branding perspective, has always been to demonstrate the brand’s mission of transforming the fashion industry for a more sustainable future,” said Vanessa Masliah, vice-president, marketing and branding at Vestiaire Collective.

“Our pre-loved campaign felt like the perfect creative expression of this and 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.”

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Support for the campaign will come from out-of-home (OOH), print and social amplifications, all lensed 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,” added David Kolbusz, chief creative officer at Droga5 London.

“And who better to give voice to the brand than the clothes they sell, fashioned into puppets? Our collective of puppets, stars in their own right, are not only made from pre-loved clothes but they also model them – the ideal representation of this wonderful business.”

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It’s the first major campaign by Droga5 London for Vestiaire Collective after becoming a client last year. The campaign will run on national TV in France and Italy, as well as globally across Vestiaire Collective’s social channels and in digital media in the US, UK, Spain and Hong Kong.

Vestiaire Collective: Long Live Fashion by Droga5

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