For several years, French and international personalities have been opening their closets on Vinted. Far from the private sales organized by press agents, these accounts allow anonymous buyers to purchase a dress worn during a shoot or a coat spotted in an Instagram story. The phenomenon goes beyond mere marketing: France is among the two largest global markets for Vinted, and second-hand textiles now account for about 7% of purchases, according to data reported by Oxfam.
Vinted Pro and seller status: what the law changes for celebrities
A point rarely addressed in articles about celebrity wardrobes concerns the legal framework. Since the launch of Vinted Pro in France, any seller who exceeds the thresholds for occasional activity must declare their income and may be reclassified as a professional seller.
For a celebrity selling several dozen items at once, the line between occasional wardrobe clearing and commercial activity becomes blurred. Vinted Pro imposes tax and transparency obligations that many media accounts do not mention.
In practice, a profile that regularly sells high-priced items is exposed to a tax audit if the generated income is not declared. The platform also transmits information about sellers exceeding certain annual transaction thresholds to the authorities. When discovering Theodora’s clothes on Vinted, one realizes that these accounts sometimes manage a volume of items comparable to that of a small shop.
Celebrities on Vinted: between controlled communication and real wardrobe clearing
Not all approaches are the same. Some personalities use Vinted as a communication tool, announcing the launch of their wardrobe on social media to generate traffic. Others sell discreetly, under a pseudonym, never claiming their identity.
The degree of transparency varies significantly from account to account. Iris Mittenaere, for example, opened the doors of her wardrobe in front of the cameras. Others prefer to go through intermediaries or acquaintances who manage the account on their behalf.
Clues that betray a celebrity account
Spotting a celebrity profile on Vinted requires a bit of attention. Several recurring elements can help identify these accounts:
- Photos taken in a well-maintained setting, with professional lighting or a recognizable backdrop, whereas most sellers photograph items on a hanger hung on a door
- Designer brands (runway dresses, limited collaboration pieces) sold at prices lower than new but higher than the platform’s average
- A sudden influx of dozens of items listed on the same day, often accompanied by a spike in followers on the Vinted profile
- Detailed descriptions mentioning the context in which the item was worn (show, event, photoshoot)
These signals do not guarantee the authenticity of the seller. Vinted does not offer an identity verification system for celebrities, unlike platforms like Vestiaire Collective that authenticate certain profiles.
The ecological argument of celebrity wardrobe clearings: a nuanced discourse
Many of these sales are presented from the perspective of responsible fashion. Reselling rather than throwing away, giving clothes a second life: the discourse is well-rehearsed. However, a study published by Oxfam in September 2026 sheds less flattering light.
According to this study, solidarity shops generate up to five times less pollution than Vinted. The explanation lies in logistics: each parcel shipped individually via the platform involves packaging, transport, and sometimes returns. Physical shops, on the other hand, pool the flows.
A celebrity’s wardrobe clearing that ships fifty parcels in one week across France does not have the same carbon footprint as a donation to a local association. Second-hand on Vinted is still preferable to buying new fast fashion, but the real impact depends on the mode of delivery and the distance traveled.
Vinted algorithm and visibility: why celebrity accounts dominate searches
A celebrity account has a structural advantage on Vinted. The platform’s algorithm favors profiles with a high engagement rate: number of favorites, speed of sales, positive ratings. When a personality announces their wardrobe clearing on Instagram or TikTok, the influx of visitors artificially boosts the visibility of their items.
Regular sellers also note that the algorithm has evolved in recent months. Several discussions on specialized forums indicate a decrease in visibility for small accounts, in favor of high-volume profiles. The available data does not allow for a conclusion of deliberate favoritism, but the recommendation mechanism mechanically advantages sellers who generate external traffic.
What this means for buyers
For a buyer, stumbling upon a celebrity account is often the result of the algorithm rather than a targeted search. Items appear in suggestions because they accumulate favorites. The price, however, is not always advantageous: a designer dress sold by a celebrity may cost more than the same item sold by an anonymous seller, simply because the associated name creates perceived value.
The second-hand market driven by known faces helps normalize the purchase of used items among an audience that might not have taken the plunge otherwise. The French second-hand textile market continues to grow in volume, and the presence of celebrities on these platforms contributes to this. However, the most environmentally friendly gesture remains donating to a solidarity shop or local exchange, without packaging or delivery.
