Depop launched “Depoponomics,” a new national U.S. campaign designed to position resale as a practical personal economy, where selling clothes directly supports everyday life.
The campaign launches against a backdrop of shifting consumer behavior and financial pressure. Today, 77% of Americans own fashion items they no longer wear, while more than one in three consumers (34%) now mix secondhand with new purchases. Resale has moved firmly into the mainstream, with 57% of Americans surveyed considering it part of their household financial planning.
Directed by Grammy Award-winning music video director Dave Meyers and featuring a cameo from cultural icon Kelis—whose 2003 single “Millionaire” is featured in the spot—the campaign reflects how consumers are helping to fund everyday expenses such as vacations, nights out and weekly groceries. Depoponomics highlights how personal style and taste can translate into real income.
“Depoponomics is about meeting people where they are financially and culturally,” said Steve Dool, director of brand and creative. “Resale has reinforced the idea that sustainable secondhand shopping is not only imperative for a circular fashion eco-system, but for many consumers, is equally about value, ease and turning personal taste into income. With no selling fees in the U.S. and a simplified selling experience, Depop removes friction and makes resale work in everyday life.”
The campaign supports Depop’s continued momentum in the resale market, where the brand’s model emphasizes community-driven discovery, cultural relevance and seller-first economics, positioning personal style as an asset rather than a sunk cost.
As part of the campaign rollout, Kelis will also launch a Depop shop featuring items personally curated and selected by her, including pieces she wore in the campaign. The shop drop will be supported by short-form video content.
Conceptualized and produced entirely in-house, Depoponomics will roll out across connected TV, digital video, social and creator-led storytelling, reinforcing Depop’s value proposition around ease, income and cultural relevance in resale.
