Ecommerce titan eBay has confirmed that its ‘Endless Runway’ circular fashion initiative is returning for another year. The news reflects the company’s determination to draw attention to pre-loved items during the upcoming shows in New York, London, Milan, and Paris. 

The global initiative was launched to reinforce the notion that pre-loved apparel belongs on the catwalk. For this season, eBay has thrown the covers off new partnerships with leading fashion designers, including ERDEM, LUAR, Altuzarra, Kallmeyer, and Ahluwalia, in collaboration with fashion councils the Council of Fashion Designers of America (CFDA), the British Fashion Council (BFC), and the Fédération de la Mode Circulaire (FMC).

What is the eBay Endless Runway initiative? 

With GlobalData figures indicating that the worldwide resale market reached $205 billion last year – representing its fourth year in a row of double-digit growth – eBay has said its Endless Runway initiative “reflects the permanent shift in how people shop.” 

Indeed, eBay has revealed that on its own platform, almost 40% of all clothing, shoes, and accessories sold during 2024 were pre-loved. Furthermore, users reportedly searched for “vintage” more than 1,200 times a minute – another indicator that the second-hand revolution enjoys serious traction, online and offline. 

Style aficionados have plentiful reason to anticipate the SS26 edition of Endless Runway

As for what fashionistas can expect from the scheme this year, the participating designers are set to incorporate pre-loved pieces from previous collections into their showcases for the spring-summer 2026 (SS26) season. 

In the words of eBay itself: “From archival runway pieces to pre-loved staples, each runway look will make a bold statement about the power of pre-loved and the relevance of circularity on fashion’s biggest stage.” 

Alongside all this, it has been announced that the e-tail marketplace giant will present pre-loved runway shows of its own, at New York Fashion Week and London Fashion Week. They will be helmed by the company’s own Resident Stylists, Brie Welch and Amy Bannerman, and will be shoppable in real time via eBay Live. 

ERDEM founder and creative director Erdem Moralıoğlu declared himself “thrilled” to have joined forces with eBay for the new fashion season. He added: “Reimaging an archival ERDEM look within a circular fashion format offers a unique opportunity to explore continuation of a narrative, design, and sustainability.” 

The re-emergence of Endless Runway comes in the wake of various other significant steps eBay has taken lately to celebrate the rise of pre-loved retail. In May, the company unveiled the eBay Watchlist, its first data-driven report looking into the pre-loved shopping behaviours of the site’s 134 million users. 

The firm even ensured pre-loved items were represented on the red carpet this year, with celebrities including Emma Chamberlain, Jeremy Pope, Chappell Roan, and Law Roach wearing second-hand designer pieces obtained through the eBay marketplace.  

What else do observers and followers need to know? 

With the eBay Endless Runway shows scheduled for 10^th September in New York and 18^th September in the UK capital, the ecommerce firm has urged interested parties to follow its Instagram account to receive further updates and information throughout Fashion Month.

In the meantime, if you are on the lookout for a dedicated digital marketing agency for fashion, lifestyle, and luxury brands, in possession of a high level of creative and strategic expertise, you know which agency to head towards: Skywire London. 

Enquire to our London-based, but globally minded team today for an in-depth conversation about the ways we could work together to steer your business to sustained growth throughout the mid-2020s and beyond. 

Photo by Laura Chouette on Unsplash