Fast fashion accused: what Vestiaire Collective is finally revealing
Disposable fashion in the spotlight: Vestiaire Collective sounds the alarm. In conjunction with Earth Day, the high-end resale platform is shaking up the industry with a viral campaign that leaves no one indifferent.
A (deliberately) disturbing campaign
“Think First, Buy Second”. This pithy slogan is the latest statement from Vestiaire Collective, which has become a pioneer in circular fashion. On its networks, the brand displays mountains of clothing – not in the producing countries, as you might expect, but on the doorstep of Europe and the USA. A way of making the problem tangible. And personal.
The staggering figure: 92 million tonnes of textile waste per year worldwide. Clothes, often never worn, that end up in landfills in the South. Out of sight, but not for long. Because, according to the platform, “fast fashion is no longer invisible, it’s on our doorstep.”
Vestiaire Collective, a double-edged message?
Through this campaign, Vestiaire Collective denounces overproduction and its disastrous consequences. But this critical stance is also part of a well-oiled strategy. A few days before the launch of the campaign, the site unveiled its Resale Buying Guide. A guide based on in-house data: evolution of resale value, sales volume, searches… Everything is analyzed to guide consumers towards the most profitable and sustainable pieces.
In this way, denouncing fast fashion is more than just a posture. It serves as a lever to reposition Vestiaire Collective as a structuring player in responsible luxury. It’s a fine way of combining ecological conviction and commercial strategy, without falling into the trap of greenwashing.
Towards a complete overhaul of the system?
“Real change begins by challenging current practices,” said Impact Director Dounia Wone recently. The tone is set: for the platform, it’s no longer a question of repairing a broken model, but of rebuilding it from the ground up.
Read also: Why does Cartier’s Panther thrill the fashion world?
