Fashion B Corp, Vestiaire Collective and Droga5 London have launched a brand campaign to re-introduce their pre-loved fashion marketplace, with a runway show modeled by a collective of fashionable puppets–created by Puppets Magic–made entirely from pre-loved clothes. The campaign and its collective of stylish sewn stars sets out Vestiaire Collective’s new brand philosophy with the positive rallying cry “Long Live Fashion.”
The pre-loved campaign features TV and online films set at a hotly anticipated fashion show featuring the collective, where we meet models Miss Classique, Rich, Lady Green, Drops and Hunter. The collective are puppets that are all made from and wearing pre-loved fashion. Directed by Andreas Nilsson of Biscuit Filmworks, this film features famous French fashion commentator and journalist Loïc Prigent, who narrates the action and makes a cameo appearance.
David Kolbusz, chief creative officer of Droga5 London, said, “Our pre-loved campaign was inspired by Vestiaire Collective’s purpose-led business, a company that prioritizes circularity and resells high-end fashion. 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.”
This is the first major campaign by Droga5 London for Vestiaire Collective who became a client after a four way pitch in 2021. The campaign will run on national TV in France and Italy and online globally across Vestiaire Collective’s social channels and in digital media.
