PARIS — Luxurious resale platform Vestiaire Collective is wrapping up its three-year marketing campaign to sort out textile waste, which has included a ban on fast-fashion manufacturers.
In November 2023, Vestiaire blacklisted 30 trend manufacturers together with H&M, Mango, Uniqlo and Zara from being purchased, offered or listed on its platform, and continued including manufacturers such ultra-fast-fashion gamers Temu and Shein.
The corporate launched into an influencer training marketing campaign in November 2024 to assist change the narrative round well-liked social media “hauls,” name consideration to advertising ways and nudge client conduct.
The most recent photographs present piles of quick trend in entrance of residences in London, Paris and New York, in addition to the U.S. Capitol and the French Senate.
“This goes to folks’s doorstep to say, ‘That is an emergency, and we can’t keep away from the difficulty anymore.’ Earlier than we used to say the issue is within the World South — it’s out of sight,” stated Vestiaire Collective’s chief affect officer Dounia Wone. “Now, it’s in entrance of them.”
Seeing clothes waste piled in entrance of dwelling entrance doorways highlights the issue of textile disposal, particularly in Europe.
EU laws that went into impact on Jan. 1 requiring clothes to be sorted and recycled individually has left many nations scrambling for options for tons of textile waste.
The Vestiaire marketing campaign additionally calls out fast-fashion manufacturers for his or her “accessible luxurious” positioning — resembling high-profile campaigns and partnerships taking the codes of historic homes whereas nonetheless maintaining their labor and overproduction practices the identical.
Vestiaire Collective’s newest marketing campaign comes because it has thrown its help behind France’s Anti-Quick Vogue Invoice, which was handed by the nation’s meeting on March 14, 2024, and is due for a vote within the senate.
The invoice had been in limbo for a while. It’s now scheduled for a vote on June 3.
When the invoice all of the sudden disappeared from the senate schedule final December, Vestiaire Collective cofounder and president Fanny Moizant led a marketing campaign throughout media to name consideration to the lacking invoice, significantly after former inside minister Christophe Castaner took a place at Shein.
A picture from Vestiaire Collective’s newest marketing campaign.
Courtesy Vestiaire Collective
The proposed laws might impose fines of as much as 10 euros per garment by 2030, plus ban promoting or require a disclaimer, and put curbs on influencers. Passage of such a regulation in France, which was a pioneer on Prolonged Producer Accountability necessities, is essentially seen to be a testing floor for wider European Union regulation down the road.
To drive dwelling the difficulty, a dozen environmental teams working collectively because the “Cease Quick-Vogue Coalition” dumped mountains of clothes waste exterior the senate constructing final month, a picture that’s echoed in Vestiaire’s marketing campaign.
Final 12 months the corporate launched eye-catching photographs of world landmarks together with the Eiffel Tower, Buckingham Palace and Occasions Sq. lined in clothes waste to focus on the rising drawback of trend waste that sees 92 million tons of textiles tossed annually.
The marketing campaign was designed to spur customers to consider the long-term results of their shopping for.
