Depop Pitches Resale as a Personal Finance Strategy in New US Campaign
Forget “girl math.” Depop is introducing “Depoponomics,” its latest national U.S. campaign aimed at reframing resale as a practical extension of consumers’ personal finances.
The British peer-to-peer marketplace positions secondhand selling less as a trend and more as a tool, arguing that listing unwanted clothing can help offset everyday expenses as financial pressure continues to shape consumer behavior.
New data commissioned from research firm Censuswide underscored the ad’s idea.
According to the survey, cited by the company, 77 percent of Americans own clothing they don’t wear, while 34 percent say they now mix secondhand with new purchases. More notably, 57 percent of respondents consider resale part of their household financial planning—an indication, Depop argued, that secondhand has moved beyond niche sustainability circles into the mainstream economy.
“Depoponomics is about meeting people where they are financially and culturally,” said Steve Dool, the company’s director of brand and creative. “Resale has reinforced the idea that sustainable secondhand shopping is not only imperative for a circular fashion ecosystem, but for many consumers, is equally about value, ease and turning personal taste into income.”
As part of the campaign, Kelis will launch a curated Depop shop featuring items she selected, including pieces worn in the spot.
Courtesy of Depop
Early-aughts mainstay Kelis fronts the campaign, directed by Grammy Award winner Dave Meyers, known for music videos including Missy Elliott’s “Lose Control” and Kendrick Lamar’s “Humble.”
Comprising a cameo from Kelis—plus her 2003 hit single, “Millionaire,” featuring André 3000—the campaign maintains the same momentum as Depop’s other resale market moves, the wholly-owned subsidiary of Etsy said. “Where the brands model emphasizes community-driven discovery, cultural relevance and seller-first economics—positioning personal style as an asset rather than a sunk cost.”
“I’m not coming on Saturday,” the campaign begins. A young woman is going through her clothing, surrounded by apparently non-viable options for whatever’s over the weekend. “I’m strapped for cash,” she says on the phone. Her friend “suggests selling some stuff on Depop; there’s no selling fees and it’s super easy.”
The conversation continues as a dress explodes into cash. She continues rifling through her closet, with bursts of Benjamins now flooding the floor of her city-chic room. The money flies out the window and into the streets before other women’s dresses—on their actual bodies, versus a hanger—begin exploding. “Make money easily with no selling fees on Depop,” the campaign concludes.
The “Depoponomics” campaign runs through May 31 and was developed by the company’s in-house team. It will appear across connected social platforms and creator-led content, with a focus on resale as a source of income and cultural currency. Since Feb. 2, the 29-second clip has amassed nearly 3 million unlisted views.
