‘Brand Approved’ Programme Sees Vestiaire Collective Teaming Up with Alexander McQueen For More Sustainable Fashion


Secondhand is increasingly seen as the future of fashion, or at least as one of the solutions being considered by brands and consumers alike to reduce their impact on the planetVestiaire Collective continues its commitment to circular fashion by partnering with Alexander McQueen to launch the “Brand Approved” program, designed to give a second life to designer pieces.

Secondhand platforms are more than ever on the rise, driven by the desire of everyone to consume in a more responsible, conscious and thoughtful manner. Slowly but surely, quality is replacing quantity, while materials, and even more so their origin, now appear as one of the essential criteria for buying a ready-to-wear piece.

Vestiaire Collective, which has been offering luxury secondhand pieces for several years now, is going even further with a new program named “Brand Approved,” which calls upon the biggest fashion houses to get involved. In fact, Alexander McQueen is the first to assert its positioning in favour of more responsible fashion. As of February 16, customers of the secondhand platform will be able to find pieces from the British brand, coming straight — or nearly — from the closets of its most loyal customers.

Designer pieces at lower costs

In addition to promoting more responsible fashion, this new program will allow a greater number of people to purchase luxury pieces at a more affordable price. The concept is simple. The Alexander McQueen fashion house will be reaching out to its clients to offer them the opportunity to sell the clothing and accessories they no longer use. These will be appraised, evaluated and authenticated by the brand itself, and then customers will be given a voucher — corresponding to the amount of the buy-back price — that they can use in a selection of boutiques.

Vestiaire Collective will take charge of the pieces in the operation, which will be tagged with an NFC label intended to certify their authenticity. They will then be offered for sale on the secondhand fashion platform, as well as on the application, under the “Brand Approved” tab.

“Alexander McQueen is committed to a move towards circular practice, both in the design studio and in the development of new business models. We are delighted to be the first house in the world to collaborate with Vestiaire Collective on its Brand Approved programme and to give beautifully crafted pieces a new story. We are confident that our customers will be equally excited to take part in an initiative that challenges a linear economy and sets a new and more sustainable standard for the future. We hope many houses will follow because to have impact-at-scale, we need to act collectively,” commented  Emmanuel Gintzburger, CEO of Alexander McQueen.

(Main and featured image: Chris Moore/Catwalking.com)

This story was published via AFP Relaxnews.

Read the original article