“Got it at Vinnies” campaign via Wildlings Perth turns WA suburbs into fashion capitals

Vinnies WA has launched a new campaign via Wildlings Creative Perth – Got it at Vinnies – reframing the iconic charity retailer as a fashion destination in its own right: a world of style, just waiting to be discovered in your local suburb.

The concept draws playful comparisons between global fashion capitals and familiar WA suburbs — with lines like “Milan or Midland?” and “Berlin or Belmont?” reminding shoppers that standout style doesn’t require a passport — just a visit to their local Vinnies.

Running across out-of-home, digital, radio, TikTok and in-store, the campaign invites shoppers to reimagine second-hand as their first choice — fashion that feels good, looks great, and makes a difference.

“Got it at Vinnies is a celebration of everything we love about our stores — individuality, creativity, value and heart,” said Manager, Strategic Marketing, Communications & Events at Vinnies WA. “This campaign brings new energy to the brand. It’s fun, it’s confident, and it’s proudly local. We want people to walk into Vinnies and feel inspired — like they’ve stepped into something special.”

“Your local Vinnies might surprise you. It’s filled with fashion that rivals what you’d find in boutiques anywhere in the world — with the bonus of purpose behind every purchase.”

Matt Wilson and Pat Lennox, Creative Directors at Wildlings, said: “We grew up with Vinnies. It’s a brand that means something in the community,”. Helping it evolve and connect with a new audience, while keeping its heart intact, was a responsibility we took seriously — and a campaign we’re genuinely proud of.”

Credits
Client: Vinnies WA
Jo Fitzpatrick – Manager, Strategic Marketing, Communications & Events
Callan Durlik – Media, Marketing and Events Lead
Gemma Capper – Marketing & Digital Coordinator
Agency: Wildlings
Stylists: Rochelle Renwick and Claire Davies
Hair & Makeup: Francesca Poggi
Strategy Director: Nicole Lennox Gray
Group Account Director: Cait Totten
Agency Producer: Cait Totten
Social & Content Lead: Claudia Brazier, Visual Odessey
Creative Director: Matt Wilson
Creative Director: Pat Lennox
Art Directors: Garreth Bennett & Neil Martin
Design: Garreth Bennett & Neil Martin
Photography: Mauro Palmieri
Production: Soundbyte
Sound and SFX: Brad Habib and Lachy Cooper