Online marketplace eBay and publishing and fashion conglomerate Condé Nast have agreed a new multi-year partnership in an effort to shape the “next era of sustainable style” and influence a more circular economy.
In a statement released this week, the two companies said they wanted the new tie-up to redefine preloved and circular fashion’s place in the market.
Through the new deal, eBay will serve as the official preloved partner of Condé Nast, bringing together what the businesses described as the latter’s “cultural influence and global fashion portfolio” and the former’s “30-year history championing preloved fashion”. The ultimate aim is to inspire a new generation of consumers to explore the preloved market through multiple activations in the months and years ahead.
The initiative will span Condé Nast brands including Vogue, GQ, Vanity Fair, Wired, Architectural Digest, Teen Vogue, and Glamour across the US, UK, and Germany.
The partnership will be visible at three consecutive Met Galas, as well as Vogue World events in Paris, Hollywood, and London, and the inaugural Vogue Vintage Market.
It marks an extended partnership, with the eBay x Twiggy campaign, developed as part of Vogue World London in 2023, already wielding influence on the fashion market. These activations will promote and market the value and importance of preloved fashion.
Such an arrangement is no one-off for eBay, which has been an official fashion partner for ITV reality TV series Love Island since 2022, helping spread the word of preloved fashion and its role in shaping a more circular economy.
Alexis Hoopes, vice president (VP) for global fashion at eBay, commented: “By partnering with Condé Nast, we’re reshaping circular fashion.
“By leveraging a historic influence on the fashion industry, and eBay’s selection and trusted marketplace, we are placing pre-loved at the epicentre of the fashion conversation, making it both sustainable and aspirational.”
VP of global brand marketing at eBay Emily O’Hara added: “eBay offers an unparalleled selection of pre-loved fashion, making it easy for shoppers to uncover extraordinary pieces with rich stories and unique provenances.
“Condé Nast shares this passion for pre-loved and vintage, and its power to inspire more mindful, sustainable style. With this partnership, we’re championing a more circular fashion future.”
Doug Grinspan, chief business officer for US sales & global key accounts at Condé Nast, remarked: “This collaboration reflects our shared vision to inspire a new generation to embrace vintage and preloved as a defining expression of personal style.
“Together, we will tell compelling stories that celebrate fashion’s rich history while empowering our audiences to discover and shop authenticated treasures on eBay.”
There are plans for future initiatives that broaden the partnership beyond fashion and luxury underscoring both brands’ ambition “to lead the next era of sustainable style and authenticated resale”.
[image credit: eBay]
