eBay: Beyond Inspiration

Strategy: Build on two years of momentum by crafting a unifying creative platform that seamlessly connects existing partnerships while unlocking future brand potential. Evolve eBay’s positioning from a marketplace for pre-loved fashion to a cultural authority — an ever-evolving source of style inspiration and a living archive of fashion history. Develop a 360° media strategy that builds on the success of last year’s Met Gala activation, deepens eBay’s presence at Fashion’s Biggest Night, and reinforces its role as a leader in circular fashion and the future of luxury resale.

Creative Approach: Inspired by the Met Gala’s celebration of identity and the rich history of tailored menswear, the campaign follows Chappell Roan, a devoted eBay fashion enthusiast, as they explore self-expression through vintage styling. Collaborating with Academy Award-winning costume designer Paul Tazewell and creative director Genesis Webb, Chappell co-creates a custom bespoke look for the Met Gala using pieces sourced entirely from eBay. By blending archival fashion with contemporary interpretation, the campaign positions eBay as a platform where individuality and history come together.

Director/ Photographer: Richie Shazam
Styling: Genesis Webb
Talent: Chappell Roan, Paul Tazwell, Genesis Webb
Vogue.com Coverage: Chappell Roan and Paul Tazewell Create a Custom Upcycled Look for Fashion's Biggest Night
Inside Chappell Roan’s “Glitzy” 2025 Met Gala Debut
Distribution: Vogue.com, YouTube, TikTok, Meta