Just Style

Week in review: Emily in Paris brings luxury resale to the masses

Luxury resale platform Vestiaire Collective's recent cameo appearance in the hit Netflix show Emily in Paris highlights a slice of designer fashion is within reach to everyone, but is it enough to revive the luxury market's recent decline?

As fashion lovers, we’ve all been there loving and wanting the elaborate costumes on recent TV series like Bridgerton, Queen Charlotte and Wednesday which are well-known for featuring beautiful garments that aren’t designed for daily life but will pique fashion lovers' interest all the same.

The latest series of the hit Netflix show Emily in Paris has once again captured viewers' attention, not just for its glamorous portrayal of Parisian life, but also for its timely integration of the luxury resale platform Vestiaire Collective.

In Season 4, which premiered on 15 August, Lily Collins' character Emily Cooper introduces her friend Mindy Chen to Vestiaire Collective. When Mindy faces financial difficulties Emily suggests she sell her designer clothes on the resale platform to raise funds.

In today’s world, even fictional characters can’t get away from money problems.

This clever product placement does more than just advance the plot; it positions Vestiaire Collective in front of a global audience already enamoured with the show's fashion-forward narrative. US magazine Variety had previously said the show was sampled by some 58 million households worldwide in the month after its debut.

By embracing resale and tapping into the cultural zeitgeist through popular entertainment, luxury fashion can become more attainable to the masses.

The timing couldn't be more perfect as many are seeking more affordable options for luxury goods given the current levels of high inflation and rising living costs.

The explainer I wrote last week on “How mass fashion can benefit from the luxury slowdown” revealed the personal luxury goods market is expected to have the weakest sales growth since the height of the pandemic this year.

Vestiaire Collective's cameo in the series not only addresses current economic realities but also aligns with growing consumer interest in sustainability and circular fashion. In fact, the pre-loved platform played its part in tackling the industry’s growing waste problem by banning 30 fast fashion brands from its platform in 2023 altogether.

Resale platforms can offer a win-win solution as they allow fashion enthusiasts to access designer pieces at lower price points while enabling others to monetise their wardrobes.

To capitalise on its exposure Vestiaire Collective has launched several initiatives such as temporarily removing seller fees and introducing a "List and Earn" promotion for new users where the more pieces you sell, the more money you get back.

This follows the resale platform's recent attempt to crowdsource at least €1m ($1.10m) from its European and UK customers to gain market share and reach profitability with a potential IPO on the horizon.

By integrating luxury fashion into popular media, companies like Vestiaire Collective can reach consumers who are highly interested in designer goods but may not have considered resale options before.

As we watch Emily navigate her Parisian adventures we're also witnessing a clever reimagining of how luxury fashion can fit into the lives – and budgets – of everyday consumers.