So Vinted has a TV program now? The resale platform series promoting second-hand fashion
This October, the second-hand and vintage resale platform Vinted launched a new project that moves it to a bigger screen. On October 4th, Refashion premiered in Italy on RealTime and discovery+, a show that pits eight emerging designers against each other from all over Europe. To win, the young creatives must reinvent second-hand garments to create brand-new collections, judged by a panel including Emma Willis (British host), Melissa Haldbrook-Akposoe (stylist), Henry Holland (designer), Clara Amfo (British host), Oliver Cheshire (model), and many others, along with Vinted’s Vice President of Corporate Affairs, Jessie de la Merced.
Sponsored by Vinted, the show responds to the growing attention of European consumers toward second-hand fashion, a rapidly expanding sector - according to The State of Fashion, it will account for 10% of the global clothing market by the end of this year - attracting not only platforms like Vinted but also luxury brands. Beyond entertaining viewers with its lighthearted tone combined with a moral message, the show will grant the winner the opportunity to showcase at London Fashion Week, with their collection later sold on Vinted and all profits donated to Oxfam, an international humanitarian organization.
The main goal of Refashion is to promote circular fashion. While the younger generations seem to have fully embraced the concept, with Gen Z leading the trend thanks to a passion for archival fashion and circularity, older consumers still have some catching up to do. This might be the reason why Vinted, a platform mainly accessible online through its app, has chosen television to promote its services and circular fashion to a wider audience. The show also invites viewers to purchase some of the featured items directly on Vinted.
For Jessie de la Merced, Vinted’s Vice President of Corporate Affairs, Refashion represents a double opportunity for the platform: «The series demonstrates that to be innovative, you don’t need to start from something new. We hope that the energy and ideas of the young designers featured in the show will inspire more and more people to discover Vinted: everything we need already exists. Second-hand offers endless style possibilities while being more planet-friendly and more affordable than buying new.»