This work is relevant because it elevated eBay's luxury fashion credentials through an experiential integration at one of the biggest fashion events of the year: The Met Gala.

The Met Gala is an annual fundraising gala held for the benefit of the Metropolitan Museum of Art's Costume Institute in New York City.

The livestream of the Met Gala red carpet moment is a cultural spectacle, and known to be the biggest global night in fashion for the year.

The Met Gala is organized and streamed by Vogue.

Ice Spice is a 24 year old American rapper, born and raised in the Bronx in New York City. She started rapping in 2021 and she quickly became an online sensation. She's already picked up multiple industry awards and Billboard have dubbed her "rap's new princess."

Anna Wintour is Vogue's editor-in-chief, and is regarded as the most powerful woman in publishing and has become an important and influential figure in the fashion world.

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 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. 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 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 in an innovative entertainment experience.

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 on eBay.com, 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.

To elevate eBay's fashion credentials, whilst championing sustainability, the Met Gala Debut was a first of its kind shoppable 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 in an innovative entertainment experience.

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 on eBay.com, in real time.

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