M&S and eBay: How Secondhand Is Redefining Circular Fashion

M&S Joins the Circular Fashion Movement with eBay

Marks & Spencer is not the first brand that comes to mind when we think of fashion innovation. Known for its heritage and accessibility, the British retailer has often been accused of playing safe. Yet in August 2025, M&S made headlines by launching a dedicated resale store on eBay, marking a significant step into the circular economy.

The initiative, developed in partnership with Oxfam, allows customers to donate unwanted M&S clothing in exchange for a £5 voucher. The garments are then repaired, authenticated, and listed on the new eBay store, with part of the proceeds supporting Oxfam’s charitable work. For a retailer that dresses much of Britain, this signals more than just a marketing experiment—it is a potential blueprint for how mainstream fashion can embrace circularity.

Why Resale, Why Now?

Secondhand fashion is no longer niche. According to ThredUp’s 2025 Resale Report, the global resale market is expected to double in value by 2030, outpacing traditional retail. Younger consumers, especially Gen Z, view resale not just as sustainable but as stylish and savvy.

For M&S, whose customer base has historically skewed older, this move is also a strategic play for relevance. By positioning itself within the resale economy, M&S can appeal to a new generation without alienating its loyal shoppers.

The partnership with eBay leverages scale and credibility. eBay already commands a strong secondhand market, and M&S brings trust, quality assurance, and household recognition. Together, they reduce barriers for consumers who may have been hesitant about resale due to authenticity or convenience concerns.

(📌 Related: Luxury Resale: The Future of Circular Fashion)

Designing for Circularity

The initiative is not just about resale—it is about building an ecosystem of participation. The £5 voucher incentivises consumer action, while Oxfam’s involvement ties it to broader social good. Crucially, garments are repaired and quality-checked before resale, helping to shift perceptions that secondhand clothing is inferior.

This approach underscores an essential truth: circularity cannot be achieved by brands alone. It requires collaboration across retailers, platforms, and non-profits. By embedding resale into a familiar shopping journey, M&S is demonstrating that circular fashion can be both accessible and aspirational.

Challenges Ahead

Yet, the move is not without its complexities.

1. Scale vs. Impact – M&S sells millions of garments each year. Reselling a fraction through eBay, while commendable, barely scratches the surface of overproduction.

2. Consumer Habits – Vouchers may encourage donations, but do they also drive more new purchases, reinforcing consumption cycles?

3. Authenticity of Commitment – Resale is a visible initiative, but it must be part of a broader sustainability framework—materials, supply chain emissions, and labour standards included.

Without addressing these deeper layers, resale risks being perceived as green theatre rather than systemic change.

(📌 Read also: Investment Wardrobes: The Rise of Timeless Fashion)

A Step Toward Trust

Still, there is something significant about M&S entering this space. Luxury houses like Gucci and Balenciaga have experimented with resale, but when a mass retailer joins, it signals a wider cultural shift. For many British consumers, M&S is not just a store—it is an institution.

If M&S normalises resale, it can help remove lingering stigma around secondhand shopping, transforming it into a default cultural practice rather than a niche pursuit. It also positions M&S as a bridge between older, loyal shoppers and younger, sustainability-driven consumers.

This dual relevance is a powerful asset in a retail landscape where trust is increasingly scarce.

Editorial Reflection

For The LuxEco Edit, the M&S–eBay collaboration illustrates the evolving reality of circular fashion. It shows that sustainability is not just for niche luxury or indie labels but can be woven into the fabric of everyday retail.

Yet it also raises the deeper question: will resale be used to justify overproduction, or can it become a catalyst for rethinking scale, design, and value?

In the end, circularity is not just about giving clothes a second life—it is about designing systems that prevent waste in the first place. If M&S can take that next step, its partnership with eBay may indeed be remembered as more than a clever headline. It could mark the beginning of circularity at scale.