Puppets made from vintage clothes strut their stuff in Vestiaire Collective ads

Andreas Nilsson directs Droga5 London's debut campaign for the sustainable online marketplace

Published On
Mar 21, 2022

Editor's Pick

Online sustainable fashion marketplace Vestiaire Collective puts on a catwalk show with a difference in a new campaign from Droga5 London—all the "models" are puppets made from vintage clothing.

A commercial directed by Biscuit's Andreas Nilsson sees the puppets strut their stuff as they're introduced by famous French fashion commentator and journalist Loïc Prigent.

The puppets, crafted by puppet makers Puppets Magic, bring a fresh comedic twist to the category but also come with a deeper meaning; they represent the different style tribes within the Vestiaire community and the reasons people shop on the platform. "Miss Classique" epitomizes luxury fashion, "Rich" represents the smart sellers, "Lady Green" is all about the brand’s core value of sustainability, "Drops" speaks to a second chance at limited releases and "Hunter" has a keen eye for vintage. 

The TV campaign will run on national TV in France and Italy. It will also air online globally across Vestiaire Collective’s social channels and in digital media in the U.S., U.K., Spain and Hong Kong.  

Vestiaire Collective OOH


Outdoor, print and social components also feature the pre-loved crew posing alongside a diverse group of models, shot by British-Ghanaian photographer Campbell Addy.

"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," said Vanessa Masliah, VP, marketing and branding at Vestiaire Collective, in a statement. “Our pre-loved campaign felt like the perfect creative expression of this and gave us such a rich platform to build a bold marketing program around—allowing us to showcase our fashion and sustainability credentials in the most talkable way, while also speaking to each member of our growing community and the reasons they choose to shop on the Vestiaire Collective platform.”

Get your ticket for the April 5 Ad Age Next: Retail event at AdAge.com/NextRetail.

This is the first major campaign for Vestiaire Collective from Droga5 London, which won the account after a four-way pitch in 2021.

“Our pre-loved campaign was inspired by Vestiaire Collective’s purpose-led business, a company that prioritizes circularity and resells high-end fashion," added David Kolbusz, chief creative officer of Droga5 London. "And who better to give voice to the brand than the clothes they sell, fashioned into puppets.”

Vestiaire Collective OOH


Mar 21, 2022
Client :
Vestiaire Collective
Agency :
VP, Marketing and Branding :
Vanessa Masliah
Head of Brand :
Raphael Bittner
Creative Director :
Valentin Lefevre
Chief Creative Officer :
David Kolbusz
Executive Creative Director :
Shelley Smoler
Creative :
Ashley Hamilton
Creative :
Sarah Sutherland
Head of Production :
Peter Montgomery
Producer :
Jessie Gammell
Art Buyer :
Katerina Gharraph
Assistant Producer :
Manon Rees
Design Director :
Stephanie McArdle
Senior Designer :
Stephen Taylor
Senior Designer :
Alasdair Griffiths
Head of Studio :
Tim Larke
Head of Strategy :
Damien Le Castrec
Strategy Director :
Francesca Zedde
Joint Managing Director :
Rebecca Lewis
Senior Account Manager :
Matt Brown
Puppet Makers :
Puppets Magic
Production Company :
Biscuit Filmworks
Director :
Andreas Nilsson
Executive Producer :
Rupert Reynolds-MacLean
Producer :
Kwok Yau
Cinematographer :
Thomas Hardmeierr
Production Designer :
Alexis Ross
Stylist :
Sam Ranger
Editing Company :
The Quarry
Editor :
Ben Jones
Post Company :
Electric Theatre Company
VFX Lead :
Iain Murray
Colorist :
Colorist :
Hannibal Lang
Sound Company :
Sound Designer :
Sam Ashwell
Sound Designer :
Michalis Anthis
Music Composer :
Murphy / Howard
Vocalist :
Elisabeth Troy
Music Writer :
David Kolbusz
Music Writer :
Ash Hamilton
Music Writer :
Sara Sutherland
Music Writer :
Michalis Anthis
Music Supervisor :
Soho Music
Photographer :
Campbell Addy
Production Company :
Executive Producer :
Thu Nguyen
Producer :
Cai Lunn
Producer :
Teodora Budimir
Talent :
Goi Manase
Talent :
Jess Maybury
Talent :
Dahan Phuong Oanh
Stylist :
Sam Ranger
Set Designer :
Afra Zamara
Casting :
Mischa Notcutt
Hair :
Virginie Moreira
Makeup :
Ammy Drammey
Puppet Makers :
Puppets Magic
Puppeteer :
Kim Scopes
Puppeteer :
Douglas Rutter

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