eBay Australia has partnered with Vogue Australia for the fourth consecutive year as a sponsor of Australian Fashion Week, reinforcing its commitment to showcasing fashion credibility while encouraging more sustainable style choices among consumers. This ongoing collaboration aims to inspire a shift toward circular fashion and solidify eBay’s standing in the growing second-hand fashion market.
This year’s Australian Fashion Week spotlighted the resurgence of archival trends, with designers integrating pre-loved pieces from eBay Australia into their runway collections. This creative twist highlighted the modern relevance of vintage fashion, positioning eBay as a central player in the sustainability movement within the fashion industry. The partnership extended eBay’s presence at Fashion Week, amplifying its message to a wider, style-conscious Australian audience.
Zannie Abbott, head of campaign and communications at eBay Australia, emphasized the strategic value of the partnership with Vogue Australia. She described the collaboration as an opportunity to engage with audiences in fresh and meaningful ways during Australian Fashion Week. According to Abbott, the heart of their initiative lies in recognizing the potential of recommerce — the buying and selling of pre-owned goods — which aligns with a growing global trend. The 2025 ThredUp Report predicts the second-hand fashion market will soar to $367 billion by 2029, making this an opportune moment for brands, sellers, and shoppers to embrace pre-loved fashion.
Through their work with Vogue Australia, eBay was able to connect with a highly engaged audience across multiple touchpoints, including a co-hosted eBay x Vogue dinner event, co-branded video content, editorial features, and a range of social media activations. These efforts were designed to push forward the message of circular fashion and normalize second-hand style in the mainstream fashion narrative.
Vogue Australia editorial director Edwina McCann expressed enthusiasm for the partnership, stating that the collaboration with eBay allowed her team to elevate eBay’s presence at Australian Fashion Week through Vogue’s distinctive editorial lens. McCann highlighted the beautiful campaign content created by Vogue and their excitement about continuing the partnership, especially as the second-hand market continues to experience extraordinary growth.
Flo Horwich, partnerships and content director at iProspect — the media agency behind the campaign — emphasized why Vogue Australia was identified as the ideal collaborator. As a globally recognized fashion authority, Vogue brought instant credibility and cultural weight to the project. According to Horwich, the eBay-Vogue partnership firmly positions eBay as the go-to destination for pre-loved fashion among an audience passionate about unique and timeless fashion finds.
The campaign showcased the influential voices of real buyers and sellers, who helped bring eBay’s fashion range to life. The initiative extended beyond the runway, encompassing digital editorials, event photo galleries, social videos featuring designer interviews, and post-event content that kept the message alive even after Fashion Week ended.
In an innovative move, Vogue Australia also curated an exclusive storefront on eBay, offering customers a chance to purchase select fashion pieces in the lead-up to Australian Fashion Week. The storefront proved highly popular, ultimately selling out and underscoring the strong appetite for curated second-hand fashion.
iProspect, which secured the media account for eBay in September 2024, played a key role in executing the campaign and reinforcing eBay’s position in the evolving fashion landscape. Through this successful collaboration with Vogue Australia, eBay continues to drive forward its mission of making sustainable fashion more stylish, accessible, and mainstream.
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