Celebrities tap into secondhand clothes trend by selling on pre-loved sites | Vintage fashion

Would you buy a pair of Christian Dior sneakers previously worn by Lily Allen? How about an Olivia Rodrigo playsuit or cropped jeans by Maisie Williams?

The ability to buy clothes direct from a celebrity has become a new shopping option thanks to a number of famous names teaming up with websites that sell second-hand clothing.

Love Island star Tasha Ghouri has become eBay’s first ‘Pre-Loved Ambassador’. Photo: Matt Frost/ITV/Rex

Famed stylist Harry Lambert, who counts Harry Styles and actress Emma Corrin among his clients, opened his first personal shop on pre-loved fashion website Depop last week. That same week, US resale site ThredUp revealed its latest partnership with Stranger Things actor Priah Ferguson. Created to discourage Gen Z from buying fast fashion, it offers a “sectarian hotline” where users can get advice directly from Ferguson on how to make smarter choices. You can also shop from a curated selection of second-hand pieces handpicked by the actor.

Elsewhere, Love Island finalist Tasha Ghouri was recently named eBay’s first-ever ‘Pre-Loved Ambassador’. This is the first non-fast fashion brand partnership to emerge from the cult TV series.

Items from Lambert’s wardrobe clearance included a yellow Prada tote bag (£1,000), a black hoodie (£140) by London streetwear cult brand Liam Hodges and a tailored T-shirt (£90) made for Big Little Lies star Alexander Skarsgård was made for a magazine shoot. Most items were sold within a few hours. “The first piece that sold was the Harry Styles cover from Beauty Papers. It is an authentic and limited biannual magazine, so a very rare collector’s item. I’m not surprised it sold out pretty quickly,” says Lambert.

Celebrity collaborations with brands aren’t new, but this recent harvest marks a notable shift in the type of partnerships stars are willing to foster. A-listers are quickly beginning to associate with the resale market.

Kim Kardashian launched Kloset in 2019 but has been criticized for her greediness. Photo: NINO/GC Images

“They’re seeing the backlash to fast fashion, so they want to align with the tidal wave of where the next generation of consumers want to spend their time and money,” says Alex Goat, CEO of youth culture specialist Livity. “In a way, it’s circular. Celebrities have their own followers, but they also gain more influence by being on these resale platforms.”

For younger buyers, the combination of fame and resale is a win. “It’s like borrowing a memorabilia from the Hard Rock Cafe,” explains Dr. Carolyn Mair, a behavioral psychologist. “Being a fan of an item of clothing that a celebrity has owned is the closest thing to touching their body.”

When the Kardashian family launched Kardashian Kloset, a dedicated online store to sell their used clothes, in 2019, they were immediately criticized for their greed. Kim’s net worth alone is estimated at $1.4 billion. Just two years later, it’s no longer taboo. According to Goat, this is because it makes celebrities feel more relatable — they’re just like the sites’ own users who buy and sell items. “Maybe it used to be seen as desperation, but now it’s like ‘cool, just like me, they’re part of the circular fashion discussion.'”

Not all celebrities choose to cash in on the sale of their used goods. Lambert decided to donate all proceeds from his Depop sales to the LGBTQ+ charity Mermaids. Past employees, including singers Rodrigo and Charli XCX, have also donated all profits to charity.

Goat adds that this appeals to Gen Z’s sense of authenticity.

Olivia Courtney, a 19-year-old marketing intern from Newcastle, follows Lambert on social media due to his connection to Styles. As soon as his business went online, she bought a £15 tote bag with the word “Pleasing” on it from Style’s official brand.

“It feels cool to say I bought something from Harry Lambert. I asked if he could write me a little message in it. Knowing he’s working with Harry makes it kind of special.”