Lithuanian second-hand specialist Vinted has had no need for a slogan until now, consumer interest being driven by the appeal of vintage fashion. After becoming profitable in 2023, Vinted is now keen to consolidate its status with customers, and has released an ad campaign featuring the ‘New Again’ slogan.

The campaign has been developed in collaboration with production agency 100%, and portrays 38 consumers, men, women and children, wearing the clothes they use in their everyday lives. The focus is, of course, on fashion resale, and on how second-hand clothes are considered.

“The best ideas are simple, genuine, and inspiring,” said Emma Sullivan, creative director at Vinted. “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,” she added.

The campaign was released in the UK and France in February, and will be launched in Spain, Italy and Poland the next few months.

At the end of 2024, Vinted said it was not considering a stock market listing for the time being, a few weeks after reaching a valuation of €5 billion following a secondary shares investment. 

Vinted is keen the enter the luxury clothes and accessories segment, and has recently diversified by creating a section dedicated to consumer electronics. Fashion is however set to remain its core business, as Adam Jay, CEO of Vinted Marketplace, told FashionNetwork.com in October.