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A new shopping option is now available: celebrities can buy clothes directly from celebrities thanks to a number of celebrity partners who have teamed up with websites that sell secondhand clothing.
Celebrity stylist Harry Lambert launched his first personal shop on Depop’s pre-loved clothing website last week. He counts Harry Styles as a client and Emma Corrin is his agent. The US resale website ThredUp announced its latest partnership, starring Harry Lambert. Stranger Things actor Priah Ferguson. It was created to discourage Gen Z from purchasing fast fashion. “confessional hotline”Ferguson will give advice on how to make smarter decisions. They can also shop from a carefully curated selection of secondhand items that Ferguson has selected.
The Other Places Love Island finalist Tasha Ghouri has recently been named as eBay’s first ever “pre-loved ambassador”. This is the first partnership between a non-fast fashion brand and the cult TV series.
Items from Lambert’s wardrobe clearout included a yellow Prada tote bag (£1,000), a black hoodie (£140) from cult London streetwear brand Liam Hodges, and a bespoke T-shirt (£90) made for Big Little Lies star Alexander Skarsgård for a magazine shoot. Within hours, the majority of the items were sold. “The first piece to sell was the Harry Styles cover of Beauty Papers. It is an authentic and limited-edition biannual magazine, so a very rare collectors’ item. I’m not surprised it was snapped up pretty quickly,”Lambert:
Celebrity collaborations with brands aren’t new, but this latest crop marks a notable change in the types of partnerships stars are willing to promote. A-listers are now starting to associate with the resale industry.
“They can see the backlash against fast fashion so they want to align themselves with the tidal wave of where the next generation of consumers want to spend their time and money,”Alex Goat is the CEO of Livity, a youth culture specialist. “It is circular, in a way. Celebrities have followers in their own right but they are also gaining more influence by being on these resale platforms.”
Younger shoppers will love the combination of celebrity and resale. “It’s like borrowing a piece of memorabilia from the Hard Rock Cafe,” explains Dr Carolyn Mair, a behavioural psychologist. “As a fan, to get an item of clothing a celebrity has owned is the closest thing to touching their body.”
When the Kardashians launched the Kardashian Kloset in 2019, a dedicated online space for selling their worn clothes, they were immediately criticised for being greedy. Kim’s net worth alone is an estimated $1.4bn. Just two years later, it’s no longer taboo. Goat says this is because it makes celebrities feel more relatable – they are just like the sites’ own users who buy and sell items. “Before, it may have been seen as desperation, whereas nowadays it’s like ‘cool, just like me, they are part of the circular fashion discussion’.”
Not all celebrities are willing to make a profit selling their used wares. Lambert decided to donate all proceeds from his Depop sale to the LGBTQ+ charity Mermaids. Past collaborators, including Rodrigo and Charli, have also donated all profits.
Goat says that this appeals the Gen Z senses for authenticity.
Because Styles is associated with Lambert, Olivia Courtney, a Newcastle-based marketing trainee, follows Lambert on social networks. As soon as his store went live, she bought a £15 tote bag emblazoned with the word “Pleasing” from Styles’s official brand.
“It feels cool to say I bought something from Harry Lambert. I asked if he could write me a small message in it. Knowing that he works with Harry makes it feel more special somehow.”