Featuring a cameo from Kelis and directed by Dave Meyers, the campaign highlights how fee-free selling turns personal style into real income

Today, global peer-to-peer marketplace Depop has launched “Depoponomics,” a new national U.S. campaign designed to position resale as a practical personal economy, where selling clothes directly supports everyday life.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260216901130/en/

The campaign launches against a backdrop of shifting consumer behavior and financial pressure. Today, 77%¹ of Americans own fashion items they no longer wear, while more than one in three consumers (34%)² now mix secondhand with new purchases. Resale has moved firmly into the mainstream, with 57%³ 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 + 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 fees⁴ 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 brands 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 curated Depop shop featuring items personally curated and selected by Kelis, including pieces worn by her in the campaign. The shop drop will be supported by short-form video content.

Running through May 31, 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.

For more information, visit depop.com or download the Depop app.

Notes to Editors

Unless specified or credited otherwise, data has come from research conducted by Censuswide, surveying 3002 US respondents (gen pop) with min. 250 respondents in each of the following: New York, Chicago, Miami, LA, Dallas, San Francisco and Austin (16+) conducted between 22.09.2025 and 25.09.2025

Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.

About Depop

Depop is the community-powered circular fashion marketplace where people can buy, sell and discover desirable, affordable secondhand fashion. Together with its community of approximately 56 million registered users, Depop is on a mission to make fashion circular - encouraging more people to choose secondhand and extend the lives of their clothes, redefining fashion consumption. Founded in 2011, Depop is headquartered in London, with an office in New York, and has a team of approximately 500 employees. In 2021, Depop became a wholly-owned subsidiary of Etsy - the global marketplace for unique and creative goods - and continues to operate as a standalone company.

¹ Combining answer options “Yes, I have several items I could sell”, “Yes, I have a few items I could sell” and “Yes, but I do not want to sell them”. Q: “Do you currently own any fashion items (clothes, shoes, or accessories) that you no longer wear, need, or want?”

² Those who shop for new items or secondhand when shopping for fashion items (such as clothes, shoes, or accessories)

³ Combining answer options “Yes, regularly” and “Yes, occasionally”. Q: Do you consider resale part of your household financial planning (e.g., budgeting, saving, supplementing income)

⁴ Payment processing fees and boosting fees still apply - see terms here

View source version on businesswire.com: https://www.businesswire.com/news/home/20260216901130/en/