Fake Vintage on Vinted: The New Scam Hitting Second-Hand Marketplaces

A new kind of fraud is emerging in the world of second-hand fashion - and this time, it's sellers gaming the system.

Throughout the year, we've seen buyers use GenAI to fake damage on received items to get refunds (I covered that here). Now the tables have turned: sellers are using AI to make cheap fast-fashion look like premium "vintage".

And it's working.

The New Seller Scam: Fast Fashion Dressed Up as Vintage

Here's how sellers are scamming buyers into buying cheap items at a HUGE premium:

1. They buy ultra-cheap fast-fashion (often Shein or similar).

2. Use AI to generate fake "vintage-looking" outfit photos - clean studios, perfect lighting, styled like high-end editorial shots.

3. List the item on Vinted as vintage, often marking the brand as "unknown".

4. Sell it for 3x the original price.

Conclusion: Buyers think they're getting a rare vintage find while sellers are flipping Shein for a fat margin.

The worst part? Many buyers don't stand a chance - the AI-generated photos look real enough to bypass a quick check (and AI tools are getting better everyday...). Plus, the labels aren't always shown.

Buyers Now Have to Become Detectives

To protect themselves, buyers have to do extra work:

• Zoom in on labels

• Reverse-search images

• Ask for more details (if they can get them)

• Cross-check the exact photo across marketplaces

• Compare seams, stitching quality, and fabric texture

This kills the joy of thrifting. It adds friction. It slows down transactions.

And it erodes trust - the very thing second-hand marketplaces depend on to survive.

AI Is Breaking Trust on Both Sides

We're now seeing:

• Buyers using AI to scam sellers (fake damage for refunds)

• Sellers using AI to scam buyers (fake vintage for profit)

Both sides are gaming the system.

Both sides are eroding trust on reselling platforms.

And for any peer-to-peer marketplace, trust isn't just a 'nice to have' - it's the foundation.

This Is Why IRL Thrifting Will Win Long Term

Second-hand shopping platforms like Ganddee, are built differently. On Ganddee, shoppers don't buy from and sell to each other. Instead, they can browse the UK's most comprehensive map of charity shops and thrifting pop-ups to find places to explore. The app features pictures of items at various locations so thrifters can find shops that match their shopping needs and styles.

In-person thrifting avoids all the scams we're seeing on Vinted and Depop. When you shop physically:

• You can check the quality yourself, see the labels, and touch the fabric.

• You can try things on.

• You can talk to real humans when you visit the shops.

• You support local, circular businesses.

• You avoid AI fakery. No scams. No detective work.

Just real clothes, real people, real community.

GenAI is shaking C2C marketplaces harder every day. But the offline circular economy is just getting stronger!

Download Ganddee (free) to start exploring your local second-hand shopping scene!

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If you're a second-hand or charity shop willing to get listed fill this form with your shop details - it takes under 30 seconds and it's free!