Launching on 18th April, Vinted, the online marketplace for buying and selling second-hand clothes and lifestyle items, will be This Morning’s new pre-loved fashion partner. Vinted will sponsor a bespoke fashion segment, using 10" idents interrupting editorial, as well as 10” promotional adverts shot on set, demonstrating to viewers how easy it is to buy and sell on the Vinted app.

Running for ten weeks, the partnership was developed and negotiated between ITV and media agency Mindshare, and will see Vinted sponsor the weekly This Morning fashion segment helping to keep viewers up to date with fashion trends, must have items and styling advice - all through the lens of second-hand and a more responsible approach to shopping for clothing. This supports Vinted’s mission to make second-hand first choice. The weekly fashion segment will be hosted by the show's team of fashion and styling experts, fronted by presenter Lisa Snowdon. In addition, Lisa will front three new bespoke adverts showcasing the show’s partnership with Vinted which will air during This Morning commercial breaks.

During the partnership Lisa will sell the clothes featured in the commercials on her own Vinted account, allowing viewers the opportunity to purchase her favourite pre-loved items and give them a new home. Proceeds will be donated to Breast Cancer Now, the UK’s largest breast cancer charity.

Kęstutis Tyla, Senior Director of Offline Marketing, Vinted said: “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.”

Bhavit Chandrani, Director Digital & Creative Partnerships, ITV, said: “This Morning has always been at the forefront of bringing the latest fashion trends to viewers. 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.”

Ross Minton, Head of Invention at Mindshare said: “This partnership is the perfect embodiment of our Good Growth strategy, as we drive awareness of a circular economy and promote preloved. We hope that as the official Pre-Loved partner, Vinted can showcase to This Morning viewers the style and financial benefits of second-hand clothes at such a pertinent time - both economically and ecologically”

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