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

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.  

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.”