Evidence continues to filter through that second-hand fashion is very much “having a moment” – and even a bit more than that – in 2024. Not only, in fact, has eBay confirmed that it will host its inaugural Pre-Loved Fashion Week in both London and New York during September, but Oxfam will also be joining forces with Vinted to take over London Fashion Week (LFW) as part of its Second Hand September campaign. 

Looking first to eBay’s effort, the online marketplace has entered into partnership with the British Fashion Council (BFC) and the Council of Fashion Designers of America (CFDA) to host live, shoppable runway shows. 

The “Endless Runway” shows will take place prior to the official New York and London Fashion Week schedules for spring-summer 2025, and are expected to feature pre-loved looks from such designers as Off-White, Simone Rocha, Khaite, and Christopher Kane. 

Shoppers based in both the UK and the US will be able to tune in via eBay Live, with daily drops of pre-loved designer clothing subsequently taking place on the site. 

“The Endless Runway catwalk will bring new life to archival pieces” 

The role that second-hand apparel can play in protecting our planet has clearly been a key point of focus behind the new eBay initiative. 

There is also the fact, of course, that pre-loved and refurbished accounts for some 40% of eBay’s gross merchandise volume, as well as that in June 2024 alone, eBay users worldwide searched for “vintage” more than 1,000 times a minute, on average. 

The American ecommerce company’s general manager of fashion, Kirsty Keoghan, hailed the platform as having been “a driving force in promoting more sustainable fashion,” adding: “With the launch of Pre-Loved Fashion Week, we’re showing up on fashion’s biggest stage and demonstrating that authentic designer fashion doesn’t have to be out of reach.” 

Chief executive at the BFC, Caroline Rush, expressed similar sentiments, commenting that “the Endless Runway catwalk will bring new life to archival pieces while making fashion accessible to a wider audience and empowering consumers to prioritise sustainable and circular fashion choices.” 

So, what about the Oxfam and Vinted tie-up for Second Hand September? 

Further cementing the sense of reappreciation for pre-loved clothing right now, is the news of Oxfam’s star-studded show in collaboration with Vinted. This particular show will happen on the first day of LFW, throwing the spotlight on a collection of desirable looks brought together by Bay Garnett, a pioneer of the burgeoning link between “thrifting” and high fashion. 

The director of this year’s show, Kehinde Brown – who is also Strategic Communications Lead at Oxfam – described the association between the British-founded confederation and the Vinted online marketplace as “a wonderful and authentic pairing. Our fashion show will be the ultimate display of sustainable fashion, which we hope will inspire people to discover the joys of second-hand clothing.” 

Certainly, many a brand that is working with a fashion, luxury, or lifestyle marketing agency to help power its growth is being forced to take notice of the pre-loved revolution and evolution. 

For assistance with your organisation’s delivery of digital excellence throughout the remainder of 2024 and many more fashion weeks to come, please don’t hesitate to enquire to Skywire’s creative, strategic, and marketing experts. 

Photo by Oberon Copeland @veryinformed.com on Unsplash