RadicalMedia's Dave Meyers and Depop Launch “Depoponomics”
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.
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 fees4in 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 from her personal wardrobe, including pieces worn 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.
CREDITS
Depop
Steve Dool - Senior Director, Brand & Creative
Jill Fisher - Director of Marketing
Alexis Simmons - US Lead, Integrated Marketing
Jack Wensley - Director, Paid Media & CRM
Laura Kirk - Paid Media Lead
Sam Goddard - Senior Paid Media Manager
Harriet Lowson - Brand Strategy Principal
John Averill - Senior Manager, US Consumer PR Lead
Nicole Chen - Senior Manager, Head of Creative
Cortni Spearman - Head of Social and Influencer Marketing
Rafaella Alberts - Senior Global Influencer Marketing Manager
Hanna Davis – Executive Producer
Srisha Sritharan - Producer
Dezharn Lechisa - Senior Designer
Chloe Tuite-Sterling - Video Editor
Claire Pederson – Freelance Art Director
Elena Owens – Freelance Copywriter
Production: RadicalMedia
Director: Dave Meyers
Director Assistant: Naomi Idehen idehennaomi
MD/EP: Ben Schnieder
Producer: Ersan Beşkardeş
Local Service Producer: Natalia Casanova
Local Production Manager: Mon Hernandez
1st AD: Knoko Chapple
Location Manager: Deniche Moreno
Director of Photography: Scott Cunningham
1st AC: Nicolas Wachter
2nd AC: Sandra Del Valle
Drone Operator: Mariana Isaura Blanco
Production Designer: Monica Bidault
Art Decorator: Claudia Quintero Reyes
Art Coordinator: Maga Azul Romero Bellomo
Gaffer: Victor Acosta
Key Grip: Erik Gonzalez Alcantara
On Set Producer - Tomas Smrcek
Production Manager: Montserrat Hernandez
Production Coordinator: Alejanda Pérez
Unit Manager: Carlos Flores “Chazzz”
Wardrobe Stylist: Kenn Law
VFX Supervisor: Miro Gal
Make Up Artist: Arendy Rubio
Sound Mixer: Erick Ruiz
Boom Operator: Angel Avalos
Post House: UPP
Editor: Jai Shukla
Edit House: Nomad Edit
Color House: Ethos Studio
Colorist: Dante Pasquinelli @dantegiani
Color Producer: Nat Tereshchenko
Head of Production: Sasha Pace
EP/MD: Eliana Carranza-Pitcher
Founder/EP: James Drew
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)?
