Fast fashion is running out of steam and as consumers look to make more sustainable choices, pre-loved fashion is set to become a core area for investment and innovation.

Reflecting this trend, fashion company Vestiaire Collective and Droga5 London have launched a new brand campaign to promote the brand’s pre-loved fashion marketplace.

The campaign features a runway show modelled by a collective of fashionable puppets made entirely from pre-loved clothes. The activity sets out Vestiaire Collective’s new brand philosophy “Long Live Fashion”. A brand positioning which is the antithesis of the fast fashion, wear it once mentality which has led so many clothes straight to landfill.

The community-focused campaign, created by Droga5 London, features TV and online films set at a hotly-anticipated fashion show starring the preloved fashion clad puppets. The film, which was directed by Andreas Nilsson, features famous French fashion commentator and journalist Loïc Prigent, who narrates the action and makes a cameo appearance. The spot is supported by an outdoor, print and social campaign

Vanessa Masliah, VP, Marketing and Branding at Vestiaire Collective, explained:  “Our ambition, from a global marketing and branding perspective, has always been to demonstrate the brand’s mission of transforming the fashion industry for a more sustainable future.”

A sustainable future that is increasingly fashion-forward.