Depop launches “Depoponomics,” a national campaign featuring Kelis that positions resale as a practical way for consumers to earn extra income.
Depop is leaning into economic reality with a new national campaign, “Depoponomics,” positioning secondhand fashion not just as sustainable, but as supplemental income.
Central to the campaign is a 30-second television and digital spot set to “Millionaire,” the 2003 single by Kelis, who also appears in the ad. Directed by music video filmmaker Dave Meyers, the commercial follows a cash-strapped woman encouraged to sell her preloved clothing on Depop. As she photographs items to list, they transform into cash — a visual shorthand for resale as liquidity.
Kelis has also launched a curated Depop storefront featuring pieces worn in the campaign, supported by short-form social content and interviews reflecting on her personal style. The multichannel effort, running through May 31, spans connected TV, digital video, social platforms and creator partnerships. The campaign was developed in-house.
The message arrives amid persistent financial pressure on consumers. According to data cited in Depop’s announcement, 57 percent of U.S. consumers now consider resale part of their household financial planning, while 77 percent own clothing they no longer wear. The broader secondhand market in the United States is projected to reach $74 billion by 2029, according to ThredUp estimates.
“Depoponomics is about meeting people where they are financially and culturally,” said Steve Dool, the company’s director of brand and creative, in a statement. He described resale as both a sustainability imperative and a practical way to “turn personal taste into income.”
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The campaign follows Depop’s fall effort, “Where Taste Recognizes Taste,” which focused on emotional connection and introduced the concept of a “Depopelganger” — two strangers united by similar style.
Founded in 2011, Depop has 56 million registered users and became a wholly owned subsidiary of Etsy in 2021. On Feb. 18, eBay announced plans to acquire Depop from Etsy for approximately $1.2 billion in cash.
