Channel 4 has marked the second year of its partnership with Vinted with a new branded entertainment series, brokered by media agency Mindshare.
Fronted by reality star Vicky Pattinson, the second series will see two guests entering the pre-loved pop-up store, with competing stylists Sabrina Grant and Joey Bevan faced with the challenge of creating fresh looks using only second-hand fashion from Vinted.
Debuting on 12 August and titled ‘Second-hand Showdown’, it will include a set of six 12 minute episodes set to Channel 4’s Youtube, as well as six 25 minute episodes set to air on E4 and Channel 4 on demand.
In an emotional finale the winning wardrobe will be revealed, with Pattinson surprising contributors with a secretly convened audience of their loved ones.
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Coming off the back of a successful last 12 months for the second-hand online marketplace, the main series will also be supported by a selection of shorter edits, which will be released across Channel 4 and E4’s social accounts.
“It has been amazing to work with Vinted once again to bring to life this equally ambitious and entertaining second series,” said Channel 4 content solutions leader Rupinder Downie.
“Debuting on digital before living on E4 demonstrates the breadth of touch points that Channel 4 can offer brands and aligns with our fast forward strategy,” she added.
Vinted reach media director Linas Paulikas added that the content builds on last years series, which came at a time “when conscious consumption was at an all-time high”.
“This year we have extended that messaging, showing how the platform can not only extend an item’s life cycle but also rejuvenate someone’s authentic and unique style at a fraction of the cost.”
