eBay tells the story of the new pre-loved era With listed*, the launch of the Authentication Guarantee unfolds through archive selections, live shopping and talks
eBay is bringing its Authenticity Guarantee to Italy and France for eligible fashion and luxury items, accompanying the launch, in September 2026, with listed*, a project spanning the Milan and Paris Fashion Weeks to tell the story of the evolving pre-loved market. At its heart are archive pieces, collectibles, resale, and above all the theme of trust — increasingly relevant when purchasing second-hand luxury goods online.
The service is designed to protect both buyers and sellers: eligible items undergo a physical inspection by professional authenticators before delivery, at no additional cost to the buyer. Bags, accessories, clothing, sneakers and watches included in the programme are identifiable by a dedicated badge.
For listed*, eBay entrusted two curators with the selection of archive pieces. In Milan, Tamu McPherson chose garments and accessories tied to her vision of collecting and enduring style, while in Paris the selection will bear the signature of Camille Charrière. Together, the two curations span over thirty years of fashion, featuring collections that continue to circulate in the second-hand market because they have retained a cultural weight far beyond the season in which they were born. Even the name of the activation echoes the act of cataloguing an object, making it traceable and recognising a value worth preserving.
The selections are also coming to eBay Live. In Milan, A.N.G.E.L.O. Vintage will present the pieces in a live shopping session, while in Paris The Carousel Club will bring its own selection to a live broadcast, allowing audiences to follow the event and purchase pieces as they are revealed.
The programme also includes a series of conversations dedicated to authenticity, archives and second-hand luxury. The discussions focus on why certain garments continue to be sought after years later, the influence archives still exert on contemporary taste, and the role of authentication in the growth of the high-end second-hand market.
In Milan, the launch also took place at Spazio Maiocchi, where during Milan Fashion Week McPherson's selection was presented to guests from the worlds of fashion, media, culture and the creative industries. The menu was created by chef Eugenio Boer, the drinks by San Milano, while the music was handled by STILL and MBODJ. eBay's presence in Milan also extends to Vogue World: Milano, of which the platform is presenting sponsor and Vogue's official partner for vintage and pre-loved.