eBay Full Circle
Award-Winning Campaign for eBay and Vogue World: London
Strategy: Bring fashion authority and authenticity to eBay by showcasing the platform as a leader in circular fashion, leveraging cultural nostalgia and editorial storytelling to connect past and present style through sustainably sourced vintage pieces.
Creative Approach: Inspired by archival Vogue imagery, the multi-platform campaign reimagined iconic fashion eras through a modern lens, using a narrative that positioned eBay as the ultimate destination for decades of style. A new generation of talent recreated vintage looks using pieces sourced entirely from eBay’s Authenticity Guaranteed program, establishing the platform as both a hub for fashion’s rich history and a leader in circular shopping.
Award: Cannes Lions International Festival of Creativity — Luxury & Lifestyle Category
Photography: Campbell Addy
Styling: Max Ortega
Video: Jordana Koffsky
Vogue.com Coverage: Twiggy, Rita Ora, and Wisdom Kaye Recreate Vogue’s Archival Moments Using eBay’s Timeless Accessories
Distribution: Vogue October print issue, Vogue.com, YouTube, TikTok, Meta
Collaboration included Twiggy recreating her 1964 image by Bert Stern; Rita Ora reimagining Paulina Porizkova’s 1992 image by Arthur Elgort; and Wisdom Kaye’s interpretation of Christy Turlington’s 1986 Wayne Maser photograph.
The custom video that captured the essence of the campaign on the streets of London premiered during the live performance at the Drury Theatre in London’s West End, as well as on the YouTube livestream ultimately garnering 92.2 Million views. The talent trio walked the Vogue World red carpet, connecting the past to the present and spotlighting eBay as a trusted resource for vintage fashion to a global audience.
One campaign objective was to bring eBay to the fashion community through the lens of Vogue’s fashion authority. By sourcing all the product for the archival reimagined looks from eBay’s Authenticity Guarantee program.