Vestiaire Collective launches new global rebranding campaign highlighting modern luxury vibe

Vestiaire Collective, the global online marketplace for authenticated pre-owned luxury and premium fashion, today revealed a new branding campaign with refreshed brand identity and updated website.

Taking Vestiaire’s global community of seven million fashion savvy member as a source of inspiration, the campaign celebrated resale as the modern way of thinking about luxury, highlighting Vestiaire’s unique desirable inventory, sourced from their community and carefully curated by a team of fashion experts.

The campaign, produced in collaboration with BETC Etoile Rouge, French creative agency, was rolled out with a new brand logo, new visual design and increased user-friendly functionality across all devices, aiming to improve customer experience and journey.  

Catering to global fashion consumer, the aspirational website and mobile design introduces integrated editorial content, updated mobile friendly typography and a fresh new logo. The new look logo will also feature on updated packaging, crafted from recycled materials.

“It was very important for us to create something authentic, based on true sellers’ insights and revealing strong sellers’ typologies,” said Delphine de Canecaude, managing director of BETC Etoile Rouge. “More than an aspirational resale site, Vestiaire Collective embodies a new way of luxury and fashion consumption. And that’s what we’ve tried to convey through this new branding campaign, making this community of buyers and sellers, a community of values.”

The 360-media plan spans a mix of broadcast TV, print, digital and social media to be rolled out in Vestiaire Collective’s key territories within Europe and the Asia Pacific market.

Ceanne Fernandes-Wong, CMO and VP EMEA said: “This new ambitious visual direction for the business represents both Vestiaire Collective’s DNA and its vision for the future, simultaneously incorporating our understanding of our customer. Animating the different mindsets of the community and why they sell is key to the campaign’s creative, whilst also celebrating Vestiaire’s core strength in its ability to source and share the best of fashion culture.”

The new branding campaign came after the series E investment in 2017 which further facilitated the company’s ambitious growth plans. The previous 18 months have seen the company expand into the Asia Pacific market.

The opening of a substantial logistics hub in Northern France along with a new hub in Hong Kong serve to further facilitate operational capabilities. In addition, the company appointed a number of senior talents in the leadership team. Following a period of high growth with over 100 new hires in 2018, this month also sees Vestiaire Collective open a new Paris-based head office.