Making second-hand journalists’ first choice: Repositioning Vinted in the German media market
The brief: Breaking the fashion-only ceiling
When Vinted came to us in 2025, the second-hand platform was already much more than just fashion, allowing members to buy and sell items such as home goods, electronics, and collectables. However, most people still mainly associated it with second-hand clothing.
Starting with Vinted’s New Eras Again campaign, the goal was to shift this perception and make the platform’s broader use more visible and better understood. Vinted’s challenge was to communicate this shift in a way that felt relevant to both consumers and media, without alienating the core fashion community.
As a communications partner, Laika was a natural fit for this task. With deep experience in consumer and lifestyle communications, a strong focus on cultural and product innovation, and close collaboration with partners across the space, we sit at the intersection of brands, audiences, and cultural change.
The campaign: From insights to narrative structure
First, we focused on strategic localisation: translating what New Eras Again should mean for the German market bringing strategic council in shaping that narrative.
The second step was a deep media audit. We spoke directly with key editors from Tier 1 outlets including Brigitte/Gala, t3n, InStyle Watson, BUNTE and RTL, unpacking their 2026 editorial priorities and their potential reservations around Vinted’s non-fashion categories. This moved us beyond assumptions and gave us a clear, real-time view of the narrative gaps we needed to close.
From there, we translated the insights into three clear narrative pillars:
- Data-led authority: using Vinted’s own metrics to surface proprietary insights into German member behaviour
- News hijacking: embedding Vinted into wider cultural and economic conversations
- Seasonal relevance: anchoring home and electronics categories in moments where second-hand utility becomes most relevant
Finally, we moved into bigger brand activation. To bring the strategy truly to life and to editors, we designed an experiential press format anchored by campaign ambassador Marie Nasemann, captured by our in-house photographer. Instead of a standard press presentation, we created a living room dialogue, an intentional format choice that mirrored the intimacy of home, and personal electronics categories.
This worked on two levels:
First, Marie became the bridge between fashion and home. Drawing on her own life transition (moving and decluttering), the conversation shifted from selling clothes to navigating life stages. Her curation of both fashion and home objects made the idea tangible: Vinted is not just about what you wear but how you live.
Second, the environment itself was designed as a reset of expectations. From 1:1 interview access to circular details like repurposed floral arrangements used in branded materials, every touchpoint reinforced the same idea: the Vinted ecosystem is as curated and considered as the media we were speaking to.
By embedding New Eras Again into a lived experience, we gave journalists both the emotional hooks and visual proof points to move the conversation from second-hand fashion to modern circular living.
The results: Shifting perception in the German market
In the first eight months of our collaboration, we helped reposition Vinted from a transactional marketplace into a go-to source for media commentary on second-hand consumption.
- We built on Vinted’s steady media drumbeat and secured 23 standout feature stories in premium German outlets, reaching a combined audience of over 586 million. These weren’t routine product mentions, but high-value, editorially driven pieces in Tier 1 media that elevated the brand narrative. (you may want to call them statement pieces in the Vinted clipping wardrobe ;))
- Beyond coverage volume, the bigger shift was in perception: Vinted increasingly became a reference point for journalists covering second-hand culture and smarter consumption. We saw a growing number of unsolicited inbound requests for commentary and expert input.
- By anchoring the campaign in lifestyle relevance rather than just used goods, we successfully repositioned Vinted among German press as a comprehensive multi-category destination. This strategic shift moved the narrative beyond a fashion-first perspective, garnering coverage that highlighted the platform’s expanding footprint in home decor, electronics, books, and collectables.
The era of fashion-only positioning is evolving. Vinted has significantly expanded its footprint within the German second-hand market, increasingly becoming a recognized destination for circular shopping beyond apparel. By diversifying its reach, the platform has successfully signaled its presence in the home, electronics, and lifestyle sectors to both the media and a growing community of enthusiasts.
Cheers to the Vinted team for the partnership. Excited for what’s next—and everything still in (second-hand) store.
Selected Media
End acid attacks: How Laika brought an unknown sight on stage
The brief
In March 2025, we received a request that deeply moved us. The sender was ASTI – Acid Survivors Trust International, a non-profit organization based in the UK. ASTI is committed to the worldwide prevention of acid attacks and supports survivors on their path to healing. Their vision: a world without corrosive violence.
They approached us with the following task: ASTI wanted us to develop an attention-grabbing campaign that would put the issue of acid attacks in the textile industry on the agenda of the German fashion industry. The only requirement was the timeframe, as the campaign was to take place in the midst of the hustle and bustle of Berlin Fashion Week – during the peak season of style and glamour. Our goal was to confront and move the media, fashion companies as well as the public.
The campaign
Our strategy was to appear visibly and be impossible to miss – while always remaining respectful towards survivors. With a three-part stunt, emotional imagery, and targeted media work, we primarily wanted to achieve one thing: discourse. And specifically, not about aesthetics, but about responsibility.
1. LED Truck: Awareness on Wheels
From Monday to Wednesday (30.06.–02.07.), a large-scale branded LED truck drove across Berlin. Instead of conventional billboards, we deliberately used the hotspots of Berlin Fashion Week and heavily frequented areas: the Uber Arena, the Kurfürstendamm, the Brandenburg Gate, and more, to bring the message to where it needed to be seen.
The key visuals highlighted the contrast between fashion’s beauty and the harsh reality that its production sites can enable acid attacks. Most attacks occur near textile industry centers, where corrosive substances are easily accessible.
2. Image Projection: Two-faced
On the evening of June 30th, we transformed a house facade on Warschauer Straße into a projection surface for a fictional fashion cover. However, the high-gloss aesthetic of the magazine turned into a visual with powerful messages about acid attacks in the fashion industry. A silent moment in pulsating Berlin – documented for social media and the press.
3. Live Performances: Confrontation meets Couture
On Tuesday and Wednesday, the heart of the campaign followed: Live performances at highly frequented Fashion Week locations such as:
- Kurfürstendamm, 01.07.25 – at the doors of the fashion shows of MARKE and BUZIGAHILL
- Brandenburg Gate, 01.07.25 – Photoshoot with LED Truck
- Uber Arena, 02.07.25 – at the entrance of the KILIAN KERNER show
- Haus der Visionäre, 02.07.25 – in front of the doors at the HADERLUMP ATELIER BERLIN show
The results
Our campaign was loud, emotional, and effective – and became visible exactly where it mattered.
- First publication in FACES Magazine
- Interview with FUNKE (myself)
- Increased interaction on ASTI’s social channels
- Engagement of fashion photographers and influencers
- ASTI positioned as a relevant voice in the fashion industry
- Doors opened for potential clean supply chain partnerships with fashion brands
Together with ASTI, we showed that social issues also have their place amidst the glamour of Fashion Week. The campaign was a first, but crucial, step in bringing the issue of acid attacks more strongly into the fashion industry.
Fashion with purpose: Promoting body positivity with navabi
The brief
navabi is one of our first clients at Laika. But our history goes back even further in time: Before setting out to start her own agency, our founder Ela worked for the Aachen and London based plus size fashion leader as a freelance consultant and during a previous agency job.
Long before navabi and Laika met the online retailer had already made its name with plus size customers from allover the world. Laika’s mission therefore is to simply amplify the navabi messages from time to time via selected PR projects that all have one message: navabi embraces body diversity and positivity and fights for a fair representation of all body types in the media and fashion industry.
The campaign
navabi is never afraid to pick a battle and neither are we. Whether it was answering a body shaming “beach body ready” campaign by putting out a competitor ad with navabi’s own version of models ready to hit the waves or whether it was attacking Victoria’s Secrets outdated beauty standards with very own navabi angels – the online retailer gets creative when it comes to fighting for body equality.
And navabi also does not shy away from tackling the problem hands-on: There are not enough stock photos of plus size women taken to ensure a fair representation? navabi produces their own and puts it out there for free. There are no kids cut out books with body and diverse women to dress up? navabi creates its own version and gifts it to customers so that kids can early on experience that beauty comes in all sizes and shapes. Media does not represent plus size women to their fair share, but refuses to realise this? navabi takes it upon itself to count the hard facts and reach out to the media with proven numbers. Diversity projects are too little funded? navabi launched its own Global Talent Fund to change this. Plus size bloggers are not invited to the majority of shows during Berlin fashion week? navabi organizes a whole loft for them to come together to discuss, dress up and party.
Besides advising navabi on how to execute those creative ideas, Laika handles the DACH media relations to make sure that the world knows about them. Whether it is exclusive interviews with navabi influencer and fashion designer Hayley Hasselhoff, daughter of the Uber famous (at least in Germany) David Hasselhoff, or background talks with fashion industry trade media to explain navabi’s approach to own brands – Laika makes sure to build and foster journalists relations for the e-commerce player. And of course – from time to time we also help out with the daily “bread & butter PR” whether it is fashion mailers, visiting editorial offices with latest collections or hiring news. There is always something happening in the world of navabi.
All of the above combined made us secure top tier placements in media such as DIE WELT, Stylebook, Horizont, Internet World Business, W&V, Fashion United, TextilWirtschaft and many others. And hopefully, many more to come.
Selected Media
Thank you, navabi!
And keep up the fight!
How we attracted eyes for Gambettes Box’s attractive tights
The brief
The flexible and trendy tights subscription service Gambettes Box puts an end to headaches when it comes to tights: Au revoir short life and cumbersome shopping experience… Bonjour sustainability and straight-to-your-door delivery convenience! Inspired by Parisian street life, all Gambettes’ tights are designed in France, made in Italy from recycled fibers from yarn scraps, and land in subscribers’ mailboxes at the end of each month in eco-friendly packaging.
Gambettes Box believes life is too short to hide your legs! To spread that message and to generate media attention for its product and service before Christmas, Gambettes Box hired Laika at short notice. Laika relied on a combination of classic PR work and influencer relations to spread the word about the subscription that dresses up legs.
The campaign
True to the motto “Santa Claus is coming from Paris this year”, we approached relevant and wide-reaching lifestyle, fashion, and business media, with the goal of placing Gambettes Box in Christmas raffles and gift guides. Instead of focusing solely on introducing and testing the product and service, we developed seasonally themed featured pieces, including tips on how to properly style tights for the cold season. In addition, we also supported Gambettes Box with daily PR tasks, such as writing fashion mailers and influencer mailings.
In addition to the Christmas business, we also advised Gambettes Box on the implementation of other creative ideas, as well as clarified the Parisian brand’s vision, sustainability aspect and unique selling points.
Media like Glamour, Gala and freundin loved these ideas and helped us attract their readers’ eyes to Gambettes Box’s attractive tights on Christmas Eve and well into the New Year!
Thank you, Gambettes Box!
It’s been a pleasure working with you!
How we lathered up media awareness for Lush to share their sustainability-driven and fresh business approach
The Brief
Just like real dogs, us Space Dogs have excellent noses and love anything that smells nice, which is why we got incredibly excited when Lush reached out to us to start working together!
Not just to us, but to many beauty-lovers, Lush is known for bringing sparkles and wellness into everyday life. The brand has been a household name for sustainable beauty products for many years. But for Lush this isn’t enough, they’re more than a beloved beauty brand, they want to establish themselves as a brand for the future. And because there’s still so much more Lush wants to share with the world, they reached out to us for assistance. As their consultants, it became our mission to develop a strategy that would help Lush not only make a splash, but make waves!
With more than two decades of experience under their belt, Lush learned a lot about how to run a business and speak up for what they believe in—keeping their side of the street clean. To Lush, this means positioning themselves as field experts on sustainable business practices, teaching others how to do it too and leading by example into a greener tomorrow. Their mission? “Leaving the world Lusher Than We Found It”! After understanding Lush’s motivation, we set out to create a steady beat of coverage and highlight Lush’s ambitions for the future!
The Campaign
After starting our collaboration, we got right to work and started laying a trail of bath bomb crumbs that would lead the attention to Lush’s newest projects. By which, we mean we started to pitch the “Bring it Back” initiative, which aims to reduce packaging waste, to relevant journalists, which Lush started in March 2022. This goes to show that even established brands will always come up with new improvements, and that it’s important to keep up with them.
In August 2022 Lush celebrated their 20-year anniversary with a new exclusive soap and a promise to “Leave Germany Lusher than we found it”. With that news, we approached journalists such as the team at BeautyPunk and sent them the celebratory “Avo-versary” (avocado-scented soap), to revel in the nostalgia of the colorful, glittery soaps and remind them that Lush is ready to share their vision for the future. This way we got to remind people of Lush’s past and also interest them in their future.
Since Lush believes people should experience a product before they buy it, and we believe journalists should experience something before writing about it, we approached media with opportunities to visit the stores and factories. Furthermore, we offered many opportunities for podcast creators to speak to Lush about their new work approaches and landed Lush a spot in the HR Snackbar Podcast. Talking to the team directly helps foster a personal connection, and those are incredibly important to keep people invested in your cause.
In 2021, Lush took a stance against marketing themselves on social media such as Instagram and Facebook, because of the warped perception of reality that those foster. This bold step opened a new conversation about the morality of marketing, which we highly encouraged by offering interviews and bylines with the likes of Horizont and OnetoOne. These personal interviews made the mission statement of Lush way more tangible and were in tune with their principles, which highlight encouraging critical dialogue with their peers and customers.
While everyone is vaguely aware of the history of Lush, we decided it would be important to do a proper retrospective, to show that Lush has always been all about sustainability and creative new ideas. So we landed a profile with Business Punk in which Mark Constantine, the founder himself, spoke about what makes Lush a true evergreen!
To further position Lush as experts and innovators, we decided to aim for speaker slots at summits in Germany, such as the 2023 OMR Summit. During it, Lush spoke about their marketing approach after the social switch-off and their “Social Manifest”, as well as their sustainable approach to Big tech in their business practices. This way we got to present the serious, ambitious side of Lush—because pretty products don’t equal frivolous business!
However, we won’t just bathe in these successes, but still strive to inform media about any updates from Lush regarding new developments in their sustainability approach and collaborations. This way, we create a steady drum-beat of coverage that helps Lush linger in the public’s mind, just like their signature scents.
The Results
At Laika we communicate the technologies, minds and ideas of tomorrow. We make the unknown comprehensible and explore new frontiers side by side with our crew, clients and partners.
By helping Lush leave the world lusher than they found it, we also hoped to achieve the same for the media landscape! While working together, we have scored 35 clippings, 22 of those were part of top tier media outlet reports.
Within those, Lush got to share their expertise on topics such as their commitment to sustainable business practices and taking social responsibility within the corporate world, with initiatives like their social media switch off.
We also actively positioned Lush as thought leaders and helped them organize speaking opportunities, such as at the OMR summit, and gave journalists the opportunity to speak with the Lush team directly in interviews and podcasts.
We know that in order to make a difference in the world, it’s important that people know your name and what you stand for. Because of this, we’re determined to help Lush cause a purple, sparkling, lavender scented ripple effect on the sustainability and retail scene.
Selected Media
The German mission: Strategic storytelling at scale
FREY’s European expansion story is remarkable, and it needs to meet an echo in Germany—a critical market for their growth ambitions. That’s where Laika comes in. Our mission is multi-layered but crystal clear:
Establish FREY’s presence in German business and retail media landscape
We are here to help you build, foster and grow meaningful relationships with journalists and your stakeholders. We understand how these matter and we help you grow your business even faster.
LinkLinkEstablish FREY’s presence in German business and retail media landscape
We are here to help you build, foster and grow meaningful relationships with journalists and your stakeholders. We understand how these matter and we help you grow your business even faster.
LinkEstablish FREY’s presence in German business and retail media landscape
We are here to help you build, foster and grow meaningful relationships with journalists and your stakeholders. We understand how these matter and we help you grow your business even faster.
And one more link