Circular fashion goes mainstream with new Depop campaign starring Charli XCX

The campaign has been created by Depops in house team with media buying from Yonder Media

Georgie Moreton

Deputy Editor, BITE Creativebrief


Young people are turning their backs on fast fashion in favour of more environmentally conscious options. Recently Love Island selected Ebay as a lead sponsor for this year’s show, while research from UNiDAYS found that nearly 40% of Gen Z surveyed would buy more used or "pre-loved” items because it’s more sustainable.

With circular fashion well and truely mainstream, Depop, the community-powered resale platform, is a brand that has positioned itself front and center of this  growing trend. Its latest campaign stars Charli XCX alongside a cast of fellow Depop sellers showing that pre-loved clothing is the staple of a hot summer wardrobe.

The campaign film opens with Charli XCX showing off her outfit, she tells the audience: “If there’s one app you need to be on, it’s Depop.” 

Subsequent scenes show how Depop is the place to go for any summer wardrobe needs, from festivals to holidays. Sellers describe their personal fashion tastes and the film ends with the line: “If you love fashion and the planet, then get on Depop.”

“With Depop already enjoying high awareness, we wanted a campaign that would bring us top of mind for more people and for more shopping occasions. Charli XCX is the perfect brand spokesperson for us as she can not only engage with our existing Depop fans but also widen the platform’s appeal.” explained Olivia Walker, Director of Global Marketing at Depop. 

Gen Z Style

To further promote the campaign and appeal to a Gen Z audience, Depop has partnered with a range of emerging and established TikTok creators including @Evelilycp, @estherxlinda, and @curlyfrysfeed, to showcase the outfits they have put together using second-hand items sourced from Depop’s community of sellers. 

The campaign strategy has been developed by Yonder Media and seeks to place Depop front-of-mind for more shopping occasions. The campaign capitalises on some key summer moments such as holidays, parties and festivals to show that the platform is home to a range of clothes for any occasion. The targeting strategy uses data to serve up different variations of the ad to show Depop’s breath of sellers and garments. 

Depop is also looking to appeal to customers beyond its Gen Z core as it seeks further growth following its acquisition last year by Etsy.

“Resale is predicted to be the biggest source of growth in fashion retail over the next five years and Depop is superbly placed to take advantage of this, with a loyal audience and an active community. This campaign celebrates the sellers that make Depop much more than just an app for a wardrobe clear out - it’s a place to find your personal style, from that unique festival two-piece to your summer holiday wear.” added Louise Martell, Chief Strategy Officer at Yonder Media.

With fast fashion in the spotlight for all the wrong reasons, pre-loved marketplaces like Depop offer consumers the opportunity to support a more sustainable fashion cycle and purchase unique items for better self-expression. Celebrity endorsement and savvy advertising placements ensure that cyclical fashion is well on the way to becoming mainstream. 

Related Tags

Sustainability Gen Z Retail