Depop enlists Kelis and Dave Meyers as it pushes resale benefits in new Stateside campaign
Peer to peer fashion marketplace Depop has launched Depoponomics, a national US campaign focused on the resale space and pushing the message that selling clothes directly supports everyday life.
Directed by Grammy Award winning music video director Dave Meyers and featuring a cameo from singer-songwriter Kelis - whose 2003 single Millionaire is featured in the campaign - this reflects how consumers funding everyday expenses such as vacations, nights out and weekly groceries.
“Depoponomics is about meeting people where they are financially and culturally,” says Steve Dool, Director of Brand + Creative. “Resale has reinforced the idea that sustainable secondhand shopping is not only imperative for a circular fashion ecosystem, but for many consumers, is equally about value, ease, and turning personal taste into income. With no selling fees in the US and a simplified selling experience, Depop removes friction and makes resale work in everyday life.”
As part of the campaign, Kelis will also launch a curated Depop shop featuring items personally curated and selected by her, including pieces worn by her in the campaign. The shop drop will be supported by short-form video content.
Running through 31st May, conceptualised and produced in-house, Depoponomics will roll-out across connected TV, digital video, social, and creator led storytelling.
RTIH AI in Retail Awards
Depop was among the winners last month at the RTIH AI in Retail Awards, picking up the Online Retailer of the Year gong.
Our 2026 hall of fame entrants were revealed during a sold out event which took place at The Barbican in Central London on Thursday, 29th January and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “According to Amazon’s Andy Jassy: AI is a once in a lifetime reinvention of everything we know, and the largest technology transformation since the cloud.”
“Whether that’s overstating it or not, we're certainly seeing an increasing number of innovative, potentially game changing developments in this space across both traditional and digital retail spaces. And that is reflected in tonight's finalists, who are boosting customer experiences and tackling retailers' painpoints across the likes of physical stores, online, omnichannel, supply chain, and payments.”
“To quote one of our judges: I have to admit, judging these awards was so difficult. So many that would have been worthy winners. And great to see how AI has moved firmly into delivery mode. Firmly into delivering for customers and driving huge innovation.”
Congratulations to our 2026 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended our Thursday, 29th January gathering.
Stay tuned for an indepth review of the awards ceremony in the next edition of RTIH magazine.
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