eBay Twiggy Full Circle

Client: eBay

eBay was not perceived as a credible shopping destination for high-end fashion or authentic goods.

Additionally, with fast fashion contributing to 92 million tons of textile waste each year, circular fashion is more important than ever. New generations are embracing vintage fashion and feel strongly about creating a more sustainable world. So, the challenge was—could eBay promote sustainability and establishing its own high-end fashion credentials? While fashion brands promote youth, eBay brought back iconic model Twiggy, at 73 years of age, to promote pre-owned and vintage fashion, helping to fight age discrimination and beauty stereotypes in the fashion industry. Social response was immediate with comments like, "Thank you for seeing us #AgingOutLoud." The campaign raised thousands of dollars for the non-profit, Canopy Planet, helping to support sustainable supply chains, spark innovative low-carbon, circular solutions, and protect the world’s remaining Ancient and Endangered Forests. We are also seeing the campaign influence new generations: 64% of Gen Z surveyed now say they prefer to shop secondhand before buying it new. The campaign generated a +28.9% increase in brand awareness, and a +41% intent to shop eBay pre-owned.