ITV has today (18 April) announced that online marketplace Vinted will be This Morning’s new ‘pre-loved fashion partner’ in a deal set to run for the next ten weeks.
The broadcaster’s flagship daytime talk show will feature a bespoke fashion segment sponsored by Vinted, using 10″ idents interrupting editorial, as well as 10” promotional adverts shot on set to communicate to viewers how the Vinted app works.
Developed and negotiated between ITV and media agency Mindshare, the partnership will also celebrate second-hand fashion as a means of taking a more responsible approach to shopping for clothing.
“This Morning has always been at the forefront of bringing the latest fashion trends to viewers,” ITV director of digital and creative partnerships, Bhavit Chandrani said.
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“As the world moves increasingly towards more responsible fashion options, and people are keen to organise their wardrobes, partnering with Vinted means that we can help to amplify that message and provide viewers with details of how best to streamline and declutter their clothes.”
The weekly segment will be hosted by the show’s team of fashion and styling experts, led by presenter Lisa Snowdon, who will also front three new bespoke adverts showcasing the partnership, set to air during This Morning commercial breaks.
Vinted senior director of offline marketing, Kęstutis Tyla added: “This partnership comes at a time when affordability is high on the agenda for people across the UK, and conscious consumption continues to grow in importance for all.
“It brings to life how easy it is for Vinted to unleash the potential of your wardrobe – supporting our wider mission to make second-hand first choice, and transform how people buy and sell clothes.”
