Secondhand fashion marketplace Vinted has launched its content series Live Better For Less, co-created with WPP Media and Banijay Entertainment, across multiple European countries. The show follows participants as they declutter their homes, resell unused items, and spend the savings on what truly matters, packaging secondhand buying and selling as binge-worthy documentary-style entertainment.

According to the original report, Vinted's sales approached £1 billion last year, up more than a third year-on-year, as secondhand trading enjoys rapid growth. The series is seen as the platform's attempt to turn brand communication into cross-border entertainment content: rather than relying on hard-sell advertising, it naturally showcases Vinted's services within the real processes of organizing, decluttering, and reselling. Each of the show's hosts has a background in fashion, broadcasting, or lifestyle, and each speaks to audiences in a different country—seven in total, including Motsi Mabuse for the UK, Agnieszka Witkowska for Poland, Juan Avellaneda for Spain, Riccardo Simonetti for Germany, and Chimène van Oosterhout for the Netherlands.

The production challenge lay in cross-cultural synchronization. The series was localized using partner Adapt's next-generation AI translation model, combining speech generation with on-screen lip sync, then overseen by professional linguists and audio teams, resulting in seven episodes translated into seven versions—49 episodes in total. The localization process strives to preserve the original show's authenticity, keeping viewers focused on the story rather than the translation.

At a screening event held earlier this month, two episodes were shown, following a British couple and a Polish couple respectively, with the four hosts sharing their experiences in a subsequent panel discussion. Simonetti said the show reveals that people from different cultures actually share the same consumption habits and impulses; Avellaneda felt the whole thing didn't look like advertising and was integrated very naturally; Witkowska saw Vinted as a natural part of the decluttering process, since it involves both selling and buying. WPP's Sam Grindey emphasized during the discussion that long-form content needs to work first as a television show before a brand platform can be built around it, because viewers actively choose to invest their time in watching.

In terms of distribution, the show launched on Prime Video in the UK, France, Germany, and Spain, airs on RTL 4 in the Netherlands, TVN Style in Poland, and Warner Bros. Discovery's Real Time channel in Italy. For the secondhand resale industry, this show is a case of a platform pushing the secondhand consumption narrative into mainstream entertainment: it uses television content across seven markets to try to expand "buy less, live better" from a transaction into a lifestyle that can be watched and imitated.

Source: Why Creative Salon Loves Vinted's Live Better For Less By WPP Media · Originally published 2026-09-21