Elton John, eBay partner to raise money for AIDS charity

Dive Brief:

• Musician Elton John is partnering with eBay to release a selection of items from his personal fashion collection, according to a Thursday announcement from the resale e-commerce site.
• The auction runs for 10 days beginning Thursday and also includes items from the closets of John’s friends, including Donatella Versace, Brandi Carlile and Betsey Johnson. All proceeds will benefit the Elton John AIDS Foundation, and prices start at $26.60, a reference to John’s former home address in Atlanta.
• In addition to the online auction, some items will be listed at fixed “Buy It Now” prices. A Rocket Man Resale pop-up store will also open on Thursday in New York.

Dive Insight:

EBay has been bringing more luxury resale to its site recently, including a collaboration with former J. Crew Executive Creative Director and President Jenna Lyons that launched last year. The company has also expanded its certification efforts and in April 2023, launched a Certified by Brand program to partner directly with brands and expand its existing Authenticity Guarantee program.

Through this online auction, shoppers will have a chance to sift through “hundreds of pieces of clothing, shoes and accessories from Elton and friends” and pick up a bit of fashion history, per the announcement. Items for sale include Gucci jackets, Versace robes, Prada loafers, concert T-shirts and baseball caps.

“Giving new life to the cherished items from my wardrobe has always been special to me,” John said in the release. “For decades I’ve donated my closet’s treasures to support the Elton John AIDS Foundation.”

The auction intentionally coincides with Pride Month, which the musician said was important to him because “every dollar goes to supporting the Elton John AIDS Foundation’s work to end LGBTQ+ stigma.”

Other celebrities involved in the Rocket Man Resale event include John’s husband David Furnish and television broadcasters Robin Roberts and Andy Cohen.

“We’re always exploring opportunities to collaborate with influential figures to offer incredible access to luxury items that you just can’t find anywhere else,” an eBay spokesperson said in an email to Fashion Dive. “We look forward to announcing future collaborations in due course.”