Resale meets everyday life in Depoponomics ad push

Global peer-to-peer marketplace Depop has launched Depoponomics, a national U.S. campaign positioning resale as a practical personal economy where selling clothes supports everyday life.

The campaign arrives amid changing consumer behavior, with 77 percent of Americans owning unworn fashion items and 34 percent mixing secondhand and new purchases. More than half of Americans surveyed consider resale part of household financial planning, reflecting its mainstream adoption.

Turning style into income

Directed by Grammy-winning director Dave Meyers and featuring cultural icon Kelis, the campaign demonstrates how resale can fund everyday expenses, from groceries to nights out. Kelis’ cameo highlights her 2003 single Millionaire, tying music culture to personal style and earning potential.

Steve Dool, Director of Brand + Creative, Depop: "Depoponomics is about meeting people where they are financially and culturally. 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. With no selling fees in the U.S. and a simplified selling experience, Depop removes friction and makes resale work in everyday life."

Campaign rollout and creator activation

The initiative emphasizes Depop’s community-driven model, cultural relevance, and seller-first economics, framing personal style as an asset. As part of the campaign, Kelis will launch a curated Depop shop featuring items from her wardrobe, supported by short-form video content.

Produced entirely in-house, Depoponomics will run through May 31 across connected TV, digital video, social platforms, and creator-led storytelling, reinforcing Depop’s positioning around ease, income, and cultural relevance in resale.

www.depop.com

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