Ebay has launched a new campaign, “Turn your nothing into something you love”, showcasing the frustration of having nothing to wear despite a wardrobe full of clothes.

Created by the ecommerce giant’s lead creative agency Dept and featuring real-life stories from customers, the campaign is directed by style icon Lou Escobar and runs across OOH, digital, radio and TVC until late June.

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The move follows the company’s recent sustainability push following its partnership with ITV’s Love Island where it provided contestants with pre-loved clothing and its wide-scale pre-loved fashion campaign in partnership with The Guardian.

Ebay Marketing Director, Nazia Du Bois, said: “As the UK’s loved and trusted recommerce brand, eBay is well positioned to encourage us all to act on this universal insight by listing your ‘nothing to wear’ wardrobe items so that they can become someone else’s ‘something to love’, and you, in turn, can find what you really want to wear.”

“It’s a brand message that perfectly lands our belief that people should fill their lives with more of the things that they love – whilst also fuelling the circular fashion economy by driving seller supply and buyer demand through a single effective messaging strategy.”

Dept Creative Director Bel Moretti, continued: “This was an opportunity for us to tackle a feeling we all face, that feeling of ‘nothing to wear’ that plagues our plans.”

“Because everyone’s been there, staring into a wardrobe full of clothes and feeling like we have absolutely nothing to wear. Our reluctance to give up on fashion we no longer love, filling our spaces and causing fashion fatigue.”

“Why start every day feeling like you have nothing to wear, when you could start your days with something you love?”