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Brief Published: 6 Aug 2012

Gearing up for Christmas 2012: eBay’s Holiday Collective


Online retailer and auction site eBay has enlisted seven high-profile designers to create one-off capsule collections for Christmas 2012.

Launching on November 12, the Holiday Collective’s range of 40 limited-edition gift items will span men and women’s apparel, home décor, jewellery, travel and electronics accessories.

The all-American collective includes fashion designers Billy Reid and Chris Benz, contemporary jewellery label Fallon, homeware designer Jonathan Adler and multi-brand retailer Steven Alan. Each group will design five pieces and all will be listed as ‘Buy it Now’ items, rather than biddable auction lots. 

In addition, the designers have been recruited to provide holiday shopping inspiration by curating shoppable wish lists featuring their favourite eBay finds.

The gifts will be accessibly priced (from $50 to $100). However, the fact that the Holiday Collective is distinctly anchored in noticeably premium, relatively cutting-edge brands shows that eBay is definitely eyeing a strategic push towards gaining aspirational lifestyle and fashion credentials.

The Holiday Collective continues the curated, personality-led approach that characterised eBay’s recent #Mymix advertising campaign, which featured fashion bloggers dressed exclusively in items they’d sourced on the site.