Ebay and publisher Condé Nast have entered a multi-year partnership aimed at accelerating the movement toward pre-loved and circular fashion. Ebay will now serve as the official Pre-Loved Partner of Condé Nast in an initiative that will span the Vogue, GQ, Vanity Fair, Wired, Architectural Digest, Teen Vogue and Glamour publications in the U.S., UK and Germany.
The partnership builds on a series of previous collaborations between the two companies that have included three consecutive Met Galas, Vogue World events in Paris, Hollywood and London, and the inaugural Vogue Vintage Market. The Ebay x Twiggy campaign, developed as part of Vogue World London in 2023, was honored with a first-ever Luxury and Lifestyle Cannes Lions award.
Now the partners will work together to integrate even more closely at cultural tentpole moments and with expanded storytelling in Condé Nast’s publications. Future initiatives also will broaden the partnership beyond fashion and luxury, underscoring both brands’ ambition to “lead the next era of sustainable style and authenticated resale,” according to a press release from Condé Nast.
Ebay Wants to Be Fashion’s First Choice for Secondhand
There was a time when Ebay was effectively the only game in town for online resale, but the platform faces lots of competition today, particularly in fashion, where newer competitors such as ThredUp, Poshmark and Rebag are rapidly gaining ground. And more generalized platforms like Etsy, TikTok Shop and Facebook Marketplace also have seen an influx of vintage fashion offerings as secondhand shopping has grown in popularity overall.
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As a result, Ebay has launched a concerted effort to ensure it remains consumers’ first stop when on the hunt for secondhand fashion, including:
- The appointment of celebrity stylist Brie Welch as its new Resident Stylist;
- The release of a regular fashion trend report called the Ebay Watchlist;
- Consignment and authentication services to enhance consumers’ confidence in their purchases, especially those on the high end;
- Lobbying for the institution of a Recommerce Day holiday in a campaign fronted by ’90s fashion icon Alicia Silverstone;
- Hosting special events with big names in fashion, such as a charity sale with Elton John to sell items from his famed closet; and
- Launched Pre-Loved Fashion Shows at the New York and London Fashion Weeks.
“By partnering with Condé Nast, we’re reshaping circular fashion,” said Alexis Hoopes, VP of Global Fashion at Ebay in a statement. “By leveraging a historic influence on the fashion industry, and Ebay’s selection and trusted marketplace, we are placing pre-loved at the epicenter of the fashion conversation, making it both sustainable and aspirational.”
“This collaboration reflects our shared vision to inspire a new generation to embrace vintage and pre-loved as a defining expression of personal style,” added Doug Grinspan, Chief Business Officer, U.S. Sales and Global Key Accounts at Condé Nast in a statement. “Together, we will tell compelling stories that celebrate fashion’s rich history while empowering our audiences to discover and shop authenticated treasures on Ebay.”
