THE CHALLENGE

Despite growing consumer interest in sustainable fashion, fashion weeks worldwide still fuel fast fashion cycles, with 60% of the 100 billion garments produced annually ending up in landfills within a year. While eBay offers a vast selection of pre-owned designer fashion, it wasn't yet recognized as a key fashion destination.

THE STRATEGY

To shift perceptions and position eBay as the ultimate sustainable fashion destination, we spotlighted its vast inventory of pre-loved and archival pieces, offering fashion lovers a more eco-conscious and stylish alternative to fast fashion.

THE EXECUTION

In collaboration with the Council of Fashion Designers of America (CFDA) and the British Fashion Council (BFC), eBay launched Pre-Loved Fashion Week—the first of its kind. The initiative featured daily drops of curated pre-owned pieces from the world’s top designers, coinciding with their new collections at Fashion Week. Shoppers could access these exclusive items in real-time through eBay Live, transforming fashion shows into interactive shopping experiences.

THE OUTCOME

To-date, the campaign was covered by more than 30 top outlets across the U.S., UK, Germany, and France, including Vogue, Elle, Marie Claire, USA Today, The Guardian, Hypebeast, resulting in over 3 billion earned impressions. The live-streams themselves garnered 22,000+ live viewers. 

More results to come.