Channel 4 and pre-loved fashion platform Vinted have joined forces on the broadcaster’s biggest cross-platform branded partnership to date.

The partnership, fronted by Hollyoaks’ Jorgie Porter, includes a new short form digital series created by Channel 4’s digital content powerhouse 4Studio for Channel 4’s YouTube channels and a complementary TV ad campaign.

Vinted also returns as sponsors of Hollyoaks with newly created idents running until June 2023, having previously sponsored the show.

The four-part digital series, Second Hand Style-Up, sees host Jorgie Porter and stylist Emma Winder surprise guests with a makeover where they take the anticipated profits of selling their clothes on Vinted to purchase only second-hand outfits instead. The guests receive a wardrobe with pre-loved pieces that have been expertly chosen, demonstrating that it’s worth selling what you don’t wear in order to purchase items that you can wear – and better still when it’s second-hand, as it’s a win for your wallet and for the environment.

Second Hand Style-Up debuts on Channel 4’s YouTube channels this month with two episodes available from this Thursday (06.04.23), a further two released later in the month, and shorter edits of each episode will also be released across Channel 4’s Facebook, Instagram and TikTok accounts. The series is designed to inspire viewers to see the benefits of second-hand fashion and offer practical tips on how viewers can update their wardrobe in a cost-effective way without compromising on style.

Second Hand Style-up was created in a partnership between Channel 4 and Vinted’s media agency, Mindshare, who also brokered the project

David Amodio, Deputy Head of Digital Innovation & 4Studio said: “Since the cost-of-living crisis began, Channel 4 has made a conscious effort to approach brands to work with us on content to help our viewers during these difficult times. Second Hand Style-Up perfectly celebrates the cost saving benefits of pre-loved clothes in a fun and entertaining format. By opting for a cross platform campaign, brands can tap into Channel 4’s full ecosystem, accessing both traditional and innovative new approaches.”

Kestutis Tyla, Senior Director of Offline Marketing at Vinted said: “Second Hand Style-Up is all about the celebration of second-hand fashion. The series 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, so we hope that it resonates with and inspires viewers. It brings to life how easy it is for Vinted to unleash the potential of your wardrobe – whether that is giving your old items a new home, or re-homing items yourself. Either way, it brilliantly supports our wider mission to make second-hand first choice, and transform how people buy and sell clothes.”

Ross Minton, Head of Invention at Mindshare said: “We’re really excited about this project, its Vinted’s first ever cross-platform UK partnership and is a perfect embodiment of our Good Growth strategy as an agency. Using real human stories, we’re able to showcase both the style and financial benefits of pre-loved clothes at a time when this message is so incredibly relevant.”

4Studio, Channel 4’s social first content and distribution powerhouse, produces and partners with creators from across the UK to entertain young people with relevant content on their favourite social platforms. Channel 4 is the only UK broadcaster to offer a slate of social-first branded entertainment opportunities to advertisers for publication across quality, brand-safe, social channels – including Facebook, YouTube, TikTok, and Instagram.

Pippa Considine

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