Resale speaks up on French tv

As resale platforms multiply unique references, fashion brands are facing a new challenge: how to recreate fluidity within a discontinuous inventory? From intelligent search engines to dynamic re-ranking and conversational AI, the future of the e-commerce storefront may lie far beyond traditional category pages.

ashion brands turn to AI to transform flat photos into on-model images. A crucial shift for resale, where missing archives and the need for buyer reassurance remain major hurdles.

From September 2 to 7, Belgian brand Bellerose placed secondhand at the center of its Lille store. More than 1,000 revalued pieces, a carefully designed scenography and the strong timing of the Braderie de Lille set the stage for this retail operation. The initiative reflects a clear shift: circularity is progressively becoming part of the retail experience

"We don’t want to deal with quality issues or customer service for these products."‍ That’s the most common objection. And it's a valid one: in a circular model, even the smallest flaw, a broken zip, an incorrect size, an overlooked defect, can undermine customer trust. Especially when you're a brand built on high standards.But this concern often stems from a misunderstanding. Yes, it is possible to operate a second-hand offering with premium standards, without internalising the entire chain. As long as you rely on the right partners, the right methods, and a rigorous operational approach.

In 2025, sustainable fashion is entering a new phase: the industrialisation of solutions. The era of promises is over, now it's about scaled deployment. From biodegradable biomaterials to premium recycled leather, from digital product passports to circular models becoming part of everyday habits, innovation is accelerating. Here are the key signals to watch as sustainability becomes an economic, technological, and cultural driver.

In August, fashion slows down, but ideas keep circulating. Collections hang motionless on the racks, shop windows take on the stillness of a postcard, and yet, on secondhand platforms, searches surge. A sold-out item reappears. A once “dated” piece goes viral. A forgotten trend comes back into the spotlight.Because fashion, even when it pauses, keeps on living elsewhere.