Dentsu Canada has partnered with second-hand fashion marketplace Vinted, giving Carat media duties to expand the brand’s reach in Canada.

Vinted is one of a number of consumer-to-consumer vintage fashion platforms that have been riding a boom of interest in thrifting and second-hand clothing, operating in a category that also includes the likes of Depop and Poshmark. Vinted, based in Europe, has 65 million members, and launched in Canada last year.

As part of this partnership, Carat’s Toronto and Montreal offices will handle the media buying strategy for an awareness campaign, focusing their marketing strategy in mass television and traditional radio, with exclusive partnerships in digital audio and connected TV. It is expected to launch this fall in Quebec.

“Vinted is growing in Canada and Dentsu is excited to be their partner in that journey,” says Caroline Breton, chief client officer at Carat. “[It] is a performance media brand that looks at all channels as opportunities to grow the brand and business and everything will have attribution to outcomes. Everything in media will have a performance outcome for Vinted.”