In its larger initiative to change people’s fashion consumption habits, Paris-based resale site, Vestiaire Collective has decided to ban 30 fast fashion brands from being bought, sold or listed on its site. As a part of its crackdown, the luxury resale platform has decided to ban brands like H&M, Zara, Uniqlo, Abercrombie & Fitch, Gap and Urban Outfitters.
This is the second phase of its three-year plan to revitalise the platform. In the first phase, the resale platform removed products from retailers including Boohoo, Pretty Little Thing, Asos and Shein from its site.
Vestiaire says, the first phase of the ban has already had helped to attract 70 per cent of impacted members back to the platform to shop for higher-quality items. The company has partnered ‘The Or Foundation’ to raise awareness of the global textile waste problem and lobby governments on policy change.
Vestiaire has also banned brands like Mango, American Apparel, Benetton, Bershka, Calzedonia, Desigual, Intimissimi, Hollister, Disney, Jennyfer, Monki, Old Navy, Only, OVS, Oysho, Piazza Italia, Pull & Bear, Reserved, Stradivarius, Tally Weijl, Weekday, Tom Tailor, US Polo Assn and Vero Moda.
Meanwhile, Vestiaire Collective is launching a global campaign, ‘Think First, Buy Second’, to bring about a bigger cultural change. The campaign will include AI-enhanced visuals of piles of clothes accumulated in some of the most popular locations of the Global North, such as Times Square and the Eiffel Tower. It will stimulate people to think about the hazardous effects of textile waste piling up near their locations.
The campaign aims to evaluate the current practices of fashion partners and influencers and encourage them to only buy more secondhand clothes.