Vinted in "trailblazing" deal with Channel 4

By

Sandra Halliday

Published
Apr 5, 2023

Vinted is continuing to raise its already high brand awareness further and has announced a link-up with British terrestrial commercial TV station Channel 4. The pre-owned fashion platform has signed up to the broadcaster’s biggest cross-platform branded partnership to date.

It's being fronted by Jorgie Porter of Channel 4’s successful long-running series Hollyoaks. It includes a new short-form digital series created by Channel 4’s digital content specialist, 4Studio, for its YouTube channels and a complementary TV ad campaign. Vinted has also resumed its Hollyoaks sponsorship until June.

So what does the digital content series include? It’s a four-parter called Second Hand Style-Up, and sees Porter with stylist Emma Winder surprising guests “eager for a makeover by taking the anticipated profits of selling their clothes on Vinted to purchase only secondhand outfits instead”. 

The guests receive a wardrobe of pre-owned pieces that have been “expertly chosen, demonstrating that it’s worth selling what you don’t wear in order to purchase items that you can wear – and better still when it’s secondhand, as it’s a win for your wallet and for the environment”.

It debuts on Thursday with two episodes. Another two will be released later in the month, and shorter edits of each episode will also be released across Channel 4’s Facebook, Instagram and TikTok accounts. 

The partners said “the series is designed to inspire viewers to see the benefits of secondhand fashion and offer practical tips on how viewers can update their wardrobe in a cost-effective way without compromising on style”.

Channel 4’s David Amodio, Deputy Head of Digital Innovation & 4Studio, also said: “Since the cost-of-living crisis began, Channel 4 has made a conscious effort to approach brands to work with us on content to help our viewers during these difficult times. Second Hand Style-Up celebrates the cost saving benefits of pre-loved clothes in a fun and entertaining format. By opting for a cross-platform campaign, brands can tap into Channel 4’s full ecosystem, accessing both traditional and innovative new approaches.”

And Kestutis Tyla, Senior Director of Offline Marketing at Vinted, added that the series “comes at a time when affordability is high on the agenda for people across the UK, and conscious consumption continues to grow in importance for all, so we hope that it resonates with and inspires viewers.”