The language of fashion according to Vestiaire Collective

To remind the whole of Italy of the glamour of sustainability, the international leader in second-hand luxury sales Vestiaire Collective has decided to speak «the language of fashion.» Starting in Milan, We Are Social's campaign decorated buildings in some of Italy's major cities, painting eye-catching posters in Vestiaire Collective's signature red to celebrate circular fashion. Among the cities explored was Bologna, with «Second-hand fashion is like Caesar. It gets better with time,» Turin, with the phrase «Vecchia Signora style. But football has nothing to do with it,» Verona, with «It's not vecio. It's vintage,» and Florence, «The Renaissance of fashion.»

While unique phrases have been designed for each of the cities chosen for the campaign, an even more special idea has been dedicated to Milan. Together with the posters covering the underground walls of the metro with the phrases «Invest in bags, not in stocks» and «Fashion that's more sustainable than avocado toast,» Vestiare Collective will also color the billboard in via Melchiorre Gioia, a 2,500 square meter space that will enunciate «Second-hand fashion of the Madonnina.»