“Long Live Fashion”: Puppets Made From Pre-Loved Clothing Strut The Catwalk In Debut Campaign By Droga5 London For Sustainable Fashion Marketplace Vestiaire Collective

Fashion B Corp, Vestiaire Collective and Droga5 London have launched a new brand campaign to re-introduce their pre-loved fashion marketplace, with a runway show modeled by a collective of fashionable puppets made entirely from pre-loved clothes. The campaign and its collective of stylish sewn stars sets out Vestiaire Collective’s new brand philosophy with the positive rallying cry “Long Live Fashion”, expressing the brand’s love of fashion and desire to make it live forever. 

Long Live Fashion from Droga5 London on Vimeo.

The pre-loved campaign created by Droga5 London, features TV and online films set at a hotly-anticipated fashion show featuring the collective, where we meet models Miss Classique, Rich, Lady Green, Drops and Hunter. The collective are puppets that are all made from and wearing pre-loved fashion. The film directed by Andreas Nilsson features famous French fashion commentator and journalist Loïc Prigent, who narrates the action and makes a cameo appearance. 

An outdoor, print and social campaign features the pre-loved collective posing alongside a diverse group of models, all lensed by British-Ghanaian photographer Campbell Addy, part of the new fashion vanguard. 

The campaign aims to showcase the diversity of the Vestiaire Collective brand and its community. The collective of puppets represent the different style tribes within the Vestiaire community and the different reasons people shop on the platform. Miss Classique epitomises taste in 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. 

Vanessa Masliah, VP, Marketing and Branding commented “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. Our pre-loved campaign felt like the perfect creative expression of this and gave us such a rich platform to build a bold marketing programme 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.”

David Kolbusz, Chief Creative Officer of Droga5 London, added: “Our pre-loved campaign was inspired by Vestiaire Collective’s purpose-led business, a company that prioritises circularity and resells high-end fashion. And who better to give voice to the brand than the clothes they sell, fashioned into puppets. Our collective of puppets – stars in their own right – are not only made from pre-loved clothes but they also  model them – the ideal representation of this wonderful business.”

This is the first major campaign by Droga5 London for Vestiaire Collective who became a client after a four way pitch in 2021. The campaign will run on national TV in France and Italy and will be supported by OOH launching on March 21 2022. The campaign will also run online globally across Vestiaire Collective’s social channels and in digital media in the US, UK, Spain and Hong Kong. 


Client: Vestiaire Collective 

VP, Marketing and Branding – Vanessa Masliah 

Head of Brand – Raphaël Bittner 

Creative Director – Valentin Lefevre 

Agency: Droga5 London

Chief Creative Officer – David Kolbusz 

Executive Creative Director – Shelley Smoler 

Creatives – Ashley Hamilton, 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, 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 

Film Credits 

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 

Colourist – Hannibal Lang – BaconX

Sound Company – 750MPH 

Sound Designer – Sam Ashwell, Michalis Anthis 

Music Composer – Murphy / Howard 

Vocalist – Elisabeth Troy 

Music Writers – David Kolbusz, Ash Hamilton, Sara Sutherland, Michalis Anthis Music Supervisor – Soho Music 

Stills Credits 

Photographer – Campbell Addy 

Production Company – CLM 

Executive Producer – Thu Nguyen 

Producer – Cai Lunn, Teodora Budimir 

Talent – Goi Manase, Jess Maybury, Dahan Phuong Oanh 

Stylist – Sam Ranger 

Set Design – Afra Zamara 

Casting – Mischa Notcutt 

Hair – Virginie Moreira 

Makeup – Ammy Drammey 

Puppet Makers – Puppets Magic 

Puppeteers – Kim Scopes, Douglas Rutter

Source: Droga5

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