eBay partners with Mamamia to turn fashion influence into impact via iProspect

iProspect has brokered a strategic partnership between Australia’s largest independent digital publisher, Mamamia, and eBay Australia to showcase the power of pre-loved fashion.

As the global second-hand market accelerates toward a projected $367 billion by 2029, recommerce is reshaping the future of fashion retail ¹. eBay Australia is leading this transformation, championing circularity and sustainable style through strategic partnerships in the Australian market.

For the first time ever, eBay customers will be able to shop the wardrobes of Mamamia’s style-savvy team — including co-founder Mia Freedman — via an eBay storefront, as part of a campaign that brings real fashion, real women, and real impact together.

Mamamia has built 17 years of trust, credibility and community in the women’s media space, with fashion playing a core role in how its audience connects with hosts and talent. 88% of women say they trust recommendations made by Mamamia podcast hosts. 77% purchasing a product or service after hearing about it on Mamamia 2.

The collaboration showcases the ease and purpose of buying and selling pre-loved fashion on eBay, while highlighting Freedman’s signature bold style and the emotional value tied to each item. Customers of the store can purchase with purpose with all proceeds from the Mamamia team’s wardrobe sales going to RizeUp, Mamamia’s long-standing charity partner, which supports women and families escaping domestic violence. Mamamia’s purpose is to make the world a better place for women and girls and together with eBay, consumers can now recycle and purchase with purpose to help women in need.

Says Flo Horwich, iProspect Sponsorships and Content Director: “This partnership was built to do more than just sell fashion — it was designed for meaningful connection. 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.”

Says Zannie Abbott, Head of Campaigns and Communications, eBay Australia: “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.”

Says Freedman: “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.

The partnership runs through to July 2025.

iProspect, which won the media account for eBay in September 2024, was recently named one of AFR’s Best Places to Work for Media & Marketing for the second consecutive year.

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

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