The power of knowing your people
When it comes to the world of secondhand fashion, few brands have mastered the cultural pulse quite like Depop. Their latest move? A clever and heartfelt campaign called “Where Taste Recognizes Taste.” But this isn’t just another attempt to push product, it’s a full-bodied narrative that taps into something deeper: the feeling of connection through style.
At a glance, the ad introduces what Depop calls a Depopelganger, a stranger who just happens to share your exact sense of fashion. But it’s not just a quirky idea; it’s a nod to how identity, validation, and community all come into play when someone chooses your piece from thousands of listings.
This isn’t just smart storytelling. It’s brilliant brand psychology, something every entrepreneur and startup should take note of.
By tying emotion to transaction, Depop is doing something many brands overlook: they’re not selling clothes, they’re selling recognition. This alone makes the campaign stand out in a crowded digital space.
And here’s where it gets really interesting for anyone watching the evolution of the fashion marketing campaign space.
Beyond aesthetics: Tapping into emotion
Depop didn’t just create a marketing strategy and launch a campaign; they launched a feeling. From the OOH billboards in major U.S. cities to sponsored ads across TikTok and Pinterest, the brand is showing up where their people already live online.
But the masterstroke lies in how the campaign frames the sale as a moment of emotional connection. When someone buys your pre-loved red sweater, it’s not just about sustainability; it’s a reflection of shared taste. It’s like being told, “I see you, and I like your style.”
This idea is especially powerful in a Gen Z world where identity and expression are everything. We’re no longer in the era of mass consumerism. People want their purchases to say something about who they are, what they stand for, and who they vibe with.
Depop’s fashion marketing campaign understands this truth deeply. And the results are showing.
The numbers don’t lie
Let’s talk performance. In the second quarter of 2025 alone, Depop’s general merchandise sales hit $249.6 million, marking a 35.3% year-over-year increase. Even more impressively, the U.S. market alone saw 54% growth.
That’s not just a lucky spike, it’s a reflection of sustained, intentional brand positioning. And this growth hasn’t come from random promotions or influencer shoutouts. It’s built from campaigns that strike a cultural chord.
Earlier this summer, they rolled out a series of NYC-based ads under the “New York is on Depop” banner. And before that? A UK campaign called “Depopamine” celebrated the dopamine hit of discovering a hidden gem. These aren’t standalone tactics. They’re strategic, layered efforts that speak the same emotional language as their audience.
So when you think about building your own fashion marketing campaign, it’s worth asking: Are you creating content, or are you creating meaning?
Lessons for brands and solo founders
Whether you’re a resale startup or a solo designer, there are real takeaways here.
First, start with emotion. Consumers, especially younger ones, aren’t just logical decision-makers. They want to feel something. Depop understood that the thrill of secondhand shopping isn’t just in the savings or the sustainability. It’s in being seen.
Second, own your narrative across platforms. From TikTok and Meta to Spotify and CTV networks like Roku and Disney, Depop’s omnichannel presence ensures that the message hits from all sides, but with consistency. The red thread (literally, in the ad) runs through it all.
Third, lean into culture, not just commerce. Depop didn’t try to make secondhand shopping look like traditional fashion. They let it be what it is, raw, unique, and a bit unpredictable. In doing so, they created space for people to belong rather than just buy.
In a time when consumers scroll past a dozen ads in a minute, the brands that win will be the ones who connect. Not pitch. Not pander. But connect.
And that’s the secret sauce of Depop’s current fashion marketing campaign.
The future of resale—and marketing
The secondhand market isn’t slowing down anytime soon. It’s projected to hit $74 billion by 2029, and players like Depop are leading the charge by treating their users like tastemakers, not just shoppers.
For other brands looking to stand out, this is more than a blueprint; it’s a wake-up call.
Marketing doesn’t have to feel like marketing. The most memorable campaigns are the ones that make you feel something before they make you do something. Depop nailed this.
So whether you’re a big brand planning your next seasonal push or a creator launching your first drop, remember: the most effective fashion marketing campaign isn’t the loudest, it’s the one that feels the most human.
FAQ’s
How can small brands use user‑generated content effectively?
Let customers post their own photos and stories, then amplify those posts; it builds trust faster than polished ads.
What’s better: influencer collaborations or creating content in‑house?
Micro‑influencers who already live the vibe of your audience often win, especially when paired with genuine brand visuals you create yourself.
Should I spread my budget across many channels or focus on one?
Stretching across a few where your audience spends time works best, but it’s smart to focus most effort on the channels that already show good engagement.