Vinted Launches New Brand Platform ‘New Again’ with Its First Campaign
When the world says new, we say New Again
Vilnius, February 18, 2025 — Vinted, Europe’s leading second-hand fashion marketplace and go-to destination for all kinds of pre-loved items, announces the launch of its first-ever brand platform, ‘New Again.’ This evolution strengthens Vinted’s identity in the second-hand market while paving the way for expansion beyond clothing. The refined look & feel will be gradually rolled out across Vinted’s communications and visual identity over the coming months.
New Again: More Than Just a Feeling
Everyone knows the ‘New Again’ feeling: the pride in a great find, the joy of a successful sale. The freedom to reinvent ourselves - and our world. The promise of feel-good possibilities and fresh starts, again and again. Vinted’s new claim champions a fresh way of consuming, embracing the use-repeat-use nature of second-hand items. It celebrates reinvention and embodies the ‘new to you’ experience that second-hand offers. With Vinted, everything can be New Again for someone.
A Shift in Consumption
Second-hand is no longer just an alternative - it’s a growing global trend that redefines how we consume. By making second-hand shopping more accessible and desirable, Vinted is helping to reshape the industry’s norms. According to its latest Impact Report second-hand is becoming a core part of our wardrobes. Two-thirds (65%) of Vinted members have a quarter or more of their wardrobes made up of second-hand items. The new brand idea is designed to connect with people on a deeper level, celebrating their role in this shift and reinforcing the sense of achievement that comes with choosing second-hand.
New That’s for Now-ever
Every item carries a story, and with Vinted, those stories continue. What was once yours becomes hers, his, theirs - each exchange adding a new chapter. The ‘New Again’ journey knows no limits, celebrating the enduring value and potential of second-hand items.
Vinted’s first campaign under the New Again idea taps into the mini-stories of diverse people using Vinted to earn, save, and find joy - again and again. It’s a celebration of community and continuity, championing the New Again feeling, no matter if an item is literally new or not.
Emma Sullivan, Creative Director at Vinted shares, "The best ideas are simple, genuine, and inspiring. With 'New Again,' we're shining a light on our members' experiences and turning them into stories. 'New Again' is all about renewable joy, potential, and value. It's a hopeful concept that will shape our brand's creative journey for years to come."
Behind the Campaign
The campaign was brought to life through an ambitious four-month production in collaboration with production company 100%. With 38 characters filmed across carefully curated locations, the team maximized efficiency by transforming spaces into different ‘worlds.’ A seamless collaboration between TVC and performance crews ensured consistency across materials while tailoring content for various channels, resulting in over 350 high-quality deliverables.
The campaign will air on TV and across various online and social media channels in multiple European countries. It will kick off in the UK and France in February, followed by Spain, Italy, and Poland in the coming months.
Credits
Brand: Vinted
Production: 100%