The Best Work You May Never See: Puppets Hit The Runway In Vestiaire Collective Fashion Show Film Directed By Andreas Nilsson For Droga5 London


Robert Goldrich
Tuesday, Mar. 22, 2022


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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. 


Client Vestiaire Collective Vanessa Masliah, VP, marketing and branding; Raphael Bittner, head of brand; Valentin Lefevre, creative director. Agency Droga5 London David Kolbusz, chief creative officer; Shelley Smoler, executive creative director; Ashley Hamilton, Sarah Sutherland, creatives; Peter Montgomery, head of production; Jessie Gammell, producer; Katerina Gharraph, art buyer; Manon Rees, assistant producer; Stephanie McArdle, design director; Stephen Taylor, Alasdair Griffiths, sr. designers; Tim Larke, head of studio; Damien Le Castrec, head of strategy; Francesca Zedde, strategy director. Production Biscuit Filmworks Andreas Nilsson, director; Rupert Reynolds-MacLean, exec producer; Kwok Yau, producer; Thomas Hardmeierr, DP; Alexis Ross, production designer; Sam Ranger, stylist. Puppet Makers Puppets Magic Kim Scopes, Douglas Rutter, puppeteers. Editorial The Quarry Ben Jones, editor. Post/VFX Electric Theatre Company Iain Murray, VFX lead. Color BaconX Hannibal Lang, colorist. Sound 750MPH Sam Ashwell, Michalis Anthis, sound designers. Music Murphy/Howard, composer; Elisabeth Troy, vocalist; David Kolbusz, Ash Hamilton, Sara Sutherland, Michalis Anthis, music writers. Music Supervision Soho Music

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