Vinted, Europe’s leading online marketplace for second-hand fashion, has launched an innovative new campaign, ‘Re~invinted’, aimed at revealing the dynamic culture behind second-hand trading. The campaign is part of Vinted’s broader creative platform, ‘New Again’, which highlights the joy of giving pre-loved items a second chance, while challenging preconceived notions about the world of resale.
At the heart of ‘Re~invinted’ is the celebration of personal reinvention, where consumers can find joy in a bargain, pride in a unique purchase, and the thrill of rediscovery. The campaign showcases the ever-growing trend of people choosing second-hand items over brand-new goods. From shopping to selling, Vinted’s users are embracing the freedom to trade, save, and express themselves without contributing to the environmental toll of fast fashion.
A core element of the campaign is a quirky quiz designed to connect users with their “Pre-loved Personality.” Based on a set of 32 distinctive personas, the quiz helps users discover their own unique resale mindset, with categories such as ‘Negotiator’, ‘Hotshot’, ‘Sneakerhead’, ‘Retroholic’, ‘Bundler’, and ‘Novelist’. Each persona reflects different habits and preferences within the pre-loved marketplace, offering an insightful look at the behaviours driving the community.
In an effort to deepen the connection between Vinted and its users, the campaign is underpinned by real member data. The platform has revealed fascinating insights such as the fact that 19% of sales begin with a direct message (DM), that sellers are most responsive to offers between 6pm and 9pm, and that 30% of members boast five-star reviews. These statistics help paint a clearer picture of the people behind the transactions, showcasing the variety and vibrancy of the second-hand shopping experience.
Emma Sullivan, Vinted’s Creative Director, explained, “At Vinted, we’re all about making the most of what we already have. When an item that isn’t brand new is sold, it becomes new again to the person who buys it. Rather than looking back on what happened on the platform last year, this campaign is focused on helping people discover their pre-loved personality and how they can use it to maximise their experience with Vinted in 2025 and beyond.”
The campaign also highlights the range of luxury items, high-quality products, and diverse categories available on the platform, challenging the misconception that second-hand shopping is limited to clothing. It reinforces Vinted’s message that everyone, regardless of taste or budget, can find something to love, whether it’s a designer handbag, a vintage coat, or a unique piece of home décor.
The ‘Re~invinted’ campaign went live across the UK, France, Poland, and Germany on February 3, 2025, offering a fresh and engaging digital experience that combines fun with functionality. Supported by creative agency Stink Studios, the campaign is designed to spark excitement and drive traffic to the site, while amplifying the message of sustainable shopping.
This new initiative follows Vinted’s ongoing success, including securing secondary investment in late 2024, which valued the company at €5 billion. Vinted’s growing popularity reflects the increasing demand for pre-loved goods, and its continued expansion in the European market is further evidence of the shifting attitudes towards second-hand consumption.
With its ‘Re~invinted’ campaign, Vinted not only promotes a more sustainable approach to shopping but also elevates the resale experience, making second-hand not just a practical choice, but an aspirational one.
source: https://company.vinted.com/newsroom/Vinted-introduces-reinvinted
