Mamamia and eBay Australia have teamed up to spotlight the growing market for second-hand fashion, in a partnership facilitated by iProspect.
As part of the campaign, eBay customers can now shop items from the wardrobes of Mamamia’s editorial team — including co-founder Mia Freedman — via a dedicated eBay storefront. All proceeds from the sales will go to RizeUp, a charity that supports women and families affected by domestic violence.
The initiative aims to make second-hand shopping more accessible and purposeful, highlighting the environmental and social benefits of recommerce.
It also leverages Mamamia’s strong connection with its female audience, where 88% of women trust product recommendations from its podcast hosts, and 77% have made a purchase based on them.
The storefront includes pieces tied to personal stories and individual style, with the goal of encouraging more Australians to participate in circular fashion through resale.
“This partnership was built to do more than just sell fashion — it was designed for meaningful connection,” Flo Horwich, iProspect Sponsorships and Content Director, said.
“By educating consumers about eBay’s pre-loved fashion offering to Mamamia’s audience of passionate, fashion-forward women, we created a campaign that was both authentic and purposeful.
“Leveraging Mia Freedman’s trusted voice, and Mamamia’s high-reach, high-engagement platform, we brought pre-loved fashion to life in an innovative, full-circle way — one that not only promoted sustainable style, but gave back, by channelling funds to RizeUp to support women in need. From audio to digital to social, this campaign was not just to be seen — it was made to be felt.”
Zannie Abbott, Head of Campaigns and Communications, eBay Australia said: “eBay Australia’s partnership with Mamamia is about creating authentic connections with Aussies passionate about fashion through powerful storytelling.
“Mamamia provides the perfect platform to share eBay’s message of fashion first, conscious commerce with an incredibly engaged audience. By featuring real wardrobes from trusted voices like Mia Freedman, we’re not just promoting pre-loved fashion; we’re building a narrative that shows how style, sustainability, and social impact can beautifully intersect.”
Mia Freedman said: “I’ve always believed fashion should be fun, accessible and meaningful. My wardrobe is filled with pieces that tell stories — and now it’s time for them to find happy new homes.
“As a RizeUp ambassador, I’m especially proud that every dollar raised will help women rebuild their lives after domestic violence.”
The campaign will run across the Mamamia network and the partnership runs through to July 2025.
iProspect won the media account for eBay in September 2024 and was named one of AFR’s Best Places to Work for Media & Marketing for the second consecutive year.
Credits:
eBay Australia
Snr Brand and Campaign Manager – Thanh Nguyen
Brand Campaign Specialist – Niusha Khastoui
iProspect
Content & Partnerships Director – Flo Horwich
Group Investment Director – Vera Manalac
Group Strategy Director – Harriet Swinburn
Client Partner – Sam Bremner
Client Director – Lily Selby-Thompson
Client Associate – Ashley Dawes
Mamamia!
Head of Agency Sales NSW – Abby Bacon
Senior Sales Executive – Isabelle McConaghy
Strategy Manager – Sophie Mateer
Brand Partnerships Manager – Isabella Klindo