New Eras Again: Vinted highlights its second-hand offering beyond Fashion

Vinted, Europe’s leading second-hand fashion marketplace and a destination for a wide variety of pre-loved items, announces the launch of its new brand campaign, ‘New Eras Again’. The campaign highlights how people can find what they need for every stage of life — and not only in fashion, but across categories like electronics, books, collectables & hobbies, and home. 

Bringing ‘New Eras Again’ to life 

The campaign celebrates the idea that life is full of new eras — from moving home to discovering new hobbies — and that second-hand can play a part in each of them. In the ads, Vinted shows how people seamlessly pass items from one era to the next, while finding something fresh for what comes after.

Vinted Curators: ambassadors for new categories 

To extend the campaign across PR and social channels, Vinted introduces the Vinted Curators: 15 ambassadors who are recognised experts in different categories. Among them are Nadège, one of France’s leading female voices in gaming; Maddy, a British Emergency Medicine doctor and avid Pusheen collector; Aria Addams, a German drag performer, variety streamer, and host of the YouTube baking series OnlyCakes; and Michal, a Polish cookbook author. They will share personal stories, insider tips, and inspiration on how second-hand items can enrich their areas of expertise. Through their expertise, the campaign demonstrates that Vinted can help in discovering something new or letting go of something old throughout every era of life.

Vinted for Fashion and so much more 

“Fashion is where our community started, but our mission is much bigger — to make second-hand the first choice, worldwide. Research ¹ in our biggest markets shows that three-quarters (74%) of respondents prefer a platform that spans multiple categories. By expanding into areas like tech, home, books, and collectables, we’re giving even more items the chance to become ‘new again,” says Adam Jay, CEO of Vinted Marketplace.

New Eras Again will roll out across TV, online, and social media in the UK and multiple Vinted markets in Europe from September 2025. In parallel, the Vinted Curators will bring the campaign to life from September 10th across PR and social, inspiring members to see second-hand as the smart choice for every new era.

_{1 Quantitative market survey in the UK, FR, among 18-60 y.o. adults who trade second-hand fashion (representative sample) in November 2024.}