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The RealReal Turns Vintage Fashion Into Statements

The RealReal and Bottega Veneta promote luxury resale with a bold NYC billboard, redefining fashion sustainability.

A Campaign That Reframes “Old” as Valuable

Luxury resale platform The RealReal has once again captured attention with a minimalist yet impactful out-of-home (OOH) campaign in the streets of New York City. The bold message? "Old Is the New New" — a clever reminder that there’s already enough clothing on the planet.

The billboard features a standout Bottega Veneta piece from the Pre-Fall 2020 collection: a mustard-yellow fringe bag, showcased both as a product and styled on a model. The visual communicates The RealReal’s mission of promoting sustainable fashion through resale.

Bottega Veneta Meets The RealReal’s Vision

The use of a Bottega Veneta item — known for artisanal luxury — highlights the enduring value of high-end fashion. Rather than discard or forget past collections, The RealReal encourages consumers to see pre-owned as premium, reshaping how we think about fashion consumption.

This collaboration powerfully bridges brand legacy with circular economy principles.

Outdoor Advertising Done Right

Strategically placed on a high-traffic brick wall, the ad is clean, chic, and loaded with cultural commentary. With sustainability top of mind for many consumers — particularly younger generations — this campaign hits the mark both visually and ideologically.

At BM Outdoor, we’re always observing how global brands use OOH media to communicate messages that matter. Though we did not produce this campaign, we spotlight it as an excellent example of how fashion brands can leverage public space for impact.

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