eBay is home to millions of pre-owned and vintage fashions but lacked fashion credentials. eBay was not perceived as a credible shopping destination for authentic, high-end fashion goods.

Additionally, with fast fashion contributing to 92 million tons of textile waste each year, circular fashion is more important than ever. The new generations are embracing vintage fashion and feel strongly about creating a more sustainable world.

64% of Gen Z surveyed look to shop secondhand before buying it new.

So, the challenge was—could eBay promote sustainability by establishing its own fashion credentials?

To elevate eBay's fashion credentials, whilst championing sustainability, the Met Gala Debut was a first of its kind shoppable brand experience in one of the biggest live fashion events of the year: The Met Gala.

We partnered with the ultimate authority on style, Vogue and New York's trend setting rapper, Ice Spice.

Where 54 million fans tuned in to find out what’s in style, we put eBay pre-owned and vintage fashion center stage.

We filmed Ice Spice ‘getting ready’ in pre-owned and vintage fashion. Her video was viewed over 4 million times, more than Cardi B’s, Doja Cat’s and Dua Lipa’s.

Then, when all eyes were on what the celebrities were wearing on the iconic red carpet, you could shop Ice Spice's look, in real time.

The new generations are embracing vintage fashion and feel strongly about creating a more sustainable world. Gen Z is especially attuned to this problem: 64% of Gen Z surveyed choose to shop secondhand before buying it new.

Our approach was to appeal to this younger audience's sensibilities by elevating eBay's pre-owned and high-end vintage fashion credentials.

We identified The Met Gala as our key moment, the biggest and most highly visible fashion event of the year, that could dramatically change brand perceptions.

Partnering with Ice Spice, an up-and-coming trendsetter who our audience looked up to, was a way of bringing our product offering to life in an authentic way.

Once news broke out that Ice Spice was partnering with Vogue and eBay, we knew our audience would be hooked and tune in for more.

Everything started with Ice Spice receiving a personal invitation to The Met Gala from Anna Wintour, followed by a teaser post. Social lit up in anticipation of seeing Ice Spice at her first Met Gala.

For the big day, we curated a vintage fashion collection with Ice Spice—all sourced from eBay. Then, right in the middle of the livestream, when all eyes were on what Ice Spice was wearing, millions of viewers could shop her look on eBay.com/ShopIconic, in the first of its kind e-commerce integration.

For the after party, fans watched Ice Spice ‘get ready’ in eBay sourced Prada and Pucci vintage clothes. eBay’s pre-owned fashion spent the night among the most fashionable Met guests, including Diddy and Cardi B.

At the world’s biggest fashion event of the year, eBay was driving the conversation: "At the Met Gala, old clothes are the newest thing."

-The Washington Post

At the world’s biggest fashion event of the year, eBay was not only in fashion, eBay was driving the conversation: "At the Met Gala, old clothes are the newest thing."

-The Washington Post

Ice Spice's ‘getting ready’ video was viewed over 4 million times, more than Cardi B’s, Doja Cat’s and Dua Lipa’s.

The Campaign garnered:

29% increase in brand awareness

$1 million earned social media value

253 million impressions

Over 29 million video views

+8% increase in brand recommendation