Would you buy a pair of Christian Dior sneakers previously worn by Lily Allen? How about a playsuit worn by Olivia Rodrigo or cropped jeans by Maisie Williams?

The ability to buy clothes directly from a celebrity has become a new shopping option, thanks to a slew of famous names partnering with websites that sell second-hand clothes.

Love Island star Tasha Ghouri has become eBay’s first “pre-loved ambassador”. Photo: Matt Frost/ITV/Rex

Celebrity designer Harry Lambert, whose clients include Harry Styles and actress Emma Corrin, launched his first personal boutique on second-hand clothing site Depop last week. The same week, the American resale site ThredUp unveiled its latest partnership featuring stranger things actor Priah Ferguson. Created to discourage Gen Z from buying fast fashion, it features a “faith hotline” where users will hear advice directly from Ferguson on how to make smarter choices. They can also buy from a curated edition of used pieces chosen by the actor.

Elsewhere, the the island of love Runner-up Tasha Ghouri was recently named eBay’s first-ever “pre-loved ambassador.” This is the first partnership with a non-fast fashion brand to come out of the cult TV series.

Lambert’s wardrobe items 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 most of the items had sold out. “The first piece to sell was Harry Styles’ cover of Beauty Papers. It is an authentic and limited edition biannual magazine, therefore a very rare collector’s item. I’m not surprised he was picked up pretty quickly,” Lambert says.

Celebrity collaborations with brands aren’t new, but this latest crop marks a notable shift in the types of partnerships stars are willing to promote. A-listers are quickly beginning to associate themselves with the resale market.

A blonde Kim Kardashian in Portofino, Italy, in a tight top and leggings
Kim Kardashian launched Kloset in 2019 but drew criticism for its gluttony. Photo: NINO/GC Images

“They can see the backlash against fast fashion, so they want to align with the tidal wave where the next generation of consumers want to spend their time and money,” says Alex Goat, CEO of fashion specialist Livity. youth culture. “It’s circular, in a way. Celebrities have followers in their own right, but they also gain more influence by being on these reselling platforms.

For young buyers, the combination of fame and resale is a winning one. “It’s like borrowing a memory from the Hard Rock Cafe,” says behavioral psychologist Dr. Carolyn Mair. “As a fan, getting an item of clothing that a celebrity has owned is the closest thing to touching their body.”

In 2019, when the Kardashian family launched the Kardashian Kloset, an online space dedicated to selling their used clothes, they immediately drew criticism for their greed. Kim’s net worth alone is estimated at $1.4 billion. Barely two years later, it is no longer a taboo. Goat says it’s because it makes celebrities easier to relate to — they’re like the sites’ own users buying and selling items. “Before, maybe it was seen as desperation, whereas now it’s like ‘cool, just like me, they’re part of the circular fashion discussion’.”

Not all celebrities choose to profit from the sale of their used merchandise. Lambert decided to donate all proceeds from her Depop sales to the LGBTQ+ charity Mermaids. Former collaborators, including singers Rodrigo and Charli XCX, also donated all proceeds to charity.

Goat adds that it appeals to Gen Z’s sense of authenticity.

Olivia Courtney, a 19-year-old marketing trainee from Newcastle, follows Lambert on social media because of her association with Styles. As soon as her store opened, she bought a £15 tote bag emblazoned with the word ‘Pleasing’ from Styles’ official brand.

“It’s cool to say that I bought Harry Lambert something. I asked if he could write me a little message in it. Knowing that he works with Harry makes it more special somehow. of another.