Depop launches U.S. campaign “Depoponomics”, directed by Dave Meyers, featuring singer-songwriter Kelis.

Global peer-to-peer marketplace Depop launches “Depoponomics”, a national U.S. campaign that redefines resale as a modern personal economy, where selling clothes helps fund everyday life. From helping to fund your vacations, nights out or your weekly groceries, Depoponomics highlights how personal style and taste can translate into real income.

The campaign taps into a growing reality for millions of Americans. Today, 77% of Americans own fashion items they no longer wear, pointing to the scale of untapped value sitting in closets nationwide. At the same time, resale has become a practical financial tool: 57% of Americans surveyed now consider resale as part of their household financial planning, using it to budget, save, and supplement income.

Directed by Grammy Award-winning music video director Dave Meyers, the campaign features an unexpected cameo appearance from pop/R&B icon, Kelis, whose 2003 single ‘Millionaire’ provides the soundtrack for the spot. Together, they bring Depoponomics to life through a bold, culture-led lens that reflects how people are using resale today: not just to clear space, but to support how they live. “Depoponomics is our term for something we hear every day,” said Steve Dool, Depop’s Senior Director of Brand + Creative. “Our community knows that selling on Depop can be a practical, accessible way to turn personal style into real income to help fund what matters in your life. We have always sought to make buying and selling secondhand clothing easy and appealing to everyone. With an assist from the legendary Dave Meyers and Kelis, this campaign shows how fun, inspiring and financially beneficial resale can be.”

Depoponomics speaks to a world navigating rising costs and shifting priorities, where fashion choices are no longer sunk costs but working assets. On Depop, clothes from your closet can be sold, and reinvested into whatever comes next. With no selling fees in the U.S. and a streamlined listing experience using AI technology, Depop makes it simple for people to turn what they already own into money they can actually use.

The campaign also reinforces Depop’s position as one of the fastest-growing resale platforms in the U.S., driven by a community-first approach that connects personal taste with real demand. On Depop, people are not selling to faceless marketplaces. They are selling to other people who actively want their style.

As part of the campaign, Kelis will also launch her own Depop shop, featuring 20 to 25 pieces 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., including items worn in the campaign itself. The shop drop will be accompanied by short-form social interviews where Kelis reflects on personal style, resale, and the stories behind the pieces she is selling.

“Each project should have a truth and spectacle,” said Dave Meyers. “ I center my focus on identifying that. With Depop, the spectacle of money pops combined with the truth of how we could all do with a bit of extra cash made this project an engaging exploration and something that I had fun making.”

Running through May 31, Depoponomics will appear across connected TV, digital video, social, and creator-led storytelling, spotlighting real-life selling scenarios and the ease of turning clothes into cash. For more information, visit depop.com or download the Depop app.

Watch the full campaign here.

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.