For fashion month, Vestiaire Collective will launch a treasure hunt in Milan and Paris Up for grabs, twelve luxury bags signed by Dior, Gucci and Fendi along with a tote bag created by Coco Capitán
If during fashion week you find yourself strolling through the Navigli or Saint-Germain-des-Prés, you might come across an orange truck with a large V. on top. It's not a simple advertisement, but the starting point of a treasure hunt that could end with a Dior, Gucci, or Fendi bag in your wardrobe. Vestiaire Collective, the leading global platform for pre-loved luxury, has indeed devised something more than a simple giveaway to accompany this autumn's Milan and Paris fashion weeks: a treasure hunt spread across two cities, two weekends, and featuring twelve authenticated luxury handbags hidden and waiting to be won. But how does it work?
How Vestiaire Collective's treasure hunt works
The mechanism is elegant in its simplicity. Vestiaire Collective will distribute free of charge a limited-edition tote bag born from a collaboration with Coco Capitán, the Spanish artist known for her unmistakable calligraphy and projects with brands such as Gucci and Loewe, bearing the inscription New is for today, authentic is forever. But the tote is not just a collectible item — it is also the key to accessing the treasure hunt. Inside each bag is a scratch card, and every scratch card wins something.
To find the tote and thus gain access to the chance of winning, you need to intercept the orange truck or one of the three-wheelers making their way around the two cities. The truck will be stationed in Milan at Palazzo del Senato on 25 and 26 September, from 10am to 6pm, before moving to Paris on Rue Charles-François Dupuis, in the third arrondissement, on 3 and 4 October during the same hours. The three-wheelers, on the other hand, are on the move, and their routes are revealed in real time on Instagram — which adds an element of urgency to the game, as you'll need to track them or rely on a good deal of luck.
The areas covered are the most fashion-forward in their respective cities. In Milan, the three-wheelers will pass through the Quadrilatero della Moda, Via della Spiga, Piazza del Quadrilatero, the Navigli and Porta Ticinese, the Brera district, Largo Isarco, and Via Tortona — all the areas that during Fashion Week become epicentres of activations, shows, and showrooms. In Paris, the route takes in Saint-Germain-des-Prés, Place Saint-Sulpice, the Jardin du Luxembourg, Rue de Turenne, Arts & Métiers, the Jardin du Palais Royal, the Tuileries, and the Île Saint-Louis, weaving between niche showrooms and historic fashion houses.
To follow the drops in real time, the only way is to keep an eye on the Instagram profile @vestiaireco, where exact locations are revealed as the days unfold. The campaign landing page is also accessible via QR code and through the platform's app.
