This print campaign was designed to inspire people to shop circular fashion for a more sustainable world, while elevating eBay's luxury retail fashion credentials.

In 1967, Twiggy, renowned supermodel from the 60's, appeared in Vogue Magazine. That photo became iconic for decades to come.

As a way to inspire people to shop circular fashion while building eBay's retail fashion credentials, we invited Twiggy back to Vogue, to recreate that famous shot from 1967 with the same vintage accessories found on eBay, today.

Twiggy's recreation appeared as a double page spread in both Vogue Magazine and British Vogue October 2023 issues.

Twiggy is a 60's global cultural icon with a strong Gen Z following. She was perfect to bridge the past with the present.

Gen Z shops more sustainably: 64% of Gen Z surveyed look to shop secondhand before buying it new.

Vogue World is a global event, organized by Vogue, that kicks off fashion week in a different city each year. In 2023, it kicked off London Fashion Week.

October is the key fashion period that wraps up fashion week.

Twiggy walked the Vogue World red carpet while paying tribute to her hometown, London.

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.

Gen Z is especially attuned to this problem: 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?

eBay made all the global fashion headlines, appearing organically in The NY Times, The Independent, Daily Mail, CNN and The Telegraph. The campaign inserted eBay and sustainability into the fashion conversation, raising thousands of dollars for the non-profit charity: Canopy Planet Foundation.

The campaign reached millions and inspired consumers to not only think more sustainable when shopping for clothes and accessories, but celebrated the fact that we featured a 73-year-old model, with comments like, "Thank you for seeing us #AgingOutLoud."

The campaign garnered:

$2.5 million earned media

+30% increase in positive sentiment

+41% intent to shop eBay pre-owned

+10.2% lift in brand trustworthiness

+28.9% increase in brand awareness

34 million video views

187 million impressions

Twiggy Full Circle, turned perceptions of eBay as a general e-commerce marketplace into an authentic go-to fashion destination.