Channel 4 and pre-loved fashion platform Vinted have joined forces on the broadcaster’s biggest cross-platform branded partnership to date.
Kestutis Tyla, Senior Director of Offline Marketing at Vinted:
“Second Hand Style-Up is all about the celebration of second-hand fashion. 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. It brings to life how easy it is for Vinted to unleash the potential of your wardrobe – whether that is giving your old items a new home, or re-homing items yourself. Either way, it brilliantly supports our wider mission to make second-hand first choice, and transform how people buy and sell clothes.”
The partnership, fronted by Hollyoaks’ own Jorgie Porter, includes a brand-new short form digital series created by Channel 4’s digital content powerhouse 4Studio for Channel 4’s hit YouTube channels and a complementary TV ad campaign. Vinted has also returned as sponsors of Hollyoaks with newly created idents running until June 2023, having previously sponsored the show.
The fashionable four-part digital series, Second Hand Style-Up, sees host Jorgie Porter and stylist Emma Winder surprise guests eager for a makeover by taking the anticipated profits of selling their clothes on Vinted to purchase only second-hand outfits instead. The guests receive a stylish wardrobe with pre-loved 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 second-hand, as it’s a win for your wallet and for the environment.
Second Hand Style-Up debuts on Channel 4’s YouTube channels this month with two episodes available from this Thursday, a further two 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 series is designed to inspire viewers to see the benefits of second-hand fashion and offer practical tips on how viewers can update their wardrobe in a cost-effective way without compromising on style.
Second Hand Style-up was created in a partnership between Channel 4 and Vinted’s media agency, Mindshare, who also brokered the project.
