Depop may have found your happy place – apparently, it’s somewhere between a pair of vintage jeans and that Y2K windbreaker you didn’t know you needed. The latest campaign from the community-powered circular fashion app introduces the concept of ‘Depopamine’, a term intended to encapsulate the rush of euphoria that comes with finding the perfect item on Depop.

Brought to life by Uncommon Creative Studio, the campaign is built around a series of visceral images – appearing as billboards, fly posters, or painted on shopfront shutters – depicting extreme close-ups of human reactions to various pieces of clothing.

A wide, excited eye, a goosebumped arm and a mouth frozen mid-gasp sit next to shots of a red leather handbag, an electric pink cocktail dress, a diamante-encrusted turquoise shoe and other sought-after garments. The minimalist strapline ‘found it on Depop’ floats subtly in each ad, letting the visuals do most of the talking.

With prominent OOH placements in Manchester and Liverpool, and social ads across Instagram and YouTube, it’s an eye-catching reminder that secondhand fashion is more than just a fleeting trend. In fact, it’s growing three times faster than the overall fashion market – and Depop sees itself as more than just another resale platform. With around 43.5 million registered users, it’s hard to argue that it has become the go-to destination for the fashion-savvy and the style-hungry.

Speaking about the campaign, Sonia Biddle, chief product officer and interim market leader at Depop, says, “Our mission is to make fashion circular, and the key to this is making secondhand fashion the most inspiring and desirable alternative to new. This campaign is designed to do exactly that, by capturing the feeling our community experiences when they find what they’ve been searching for.”

So, next time you feel that inexplicable pull towards a pair of cherry-red cowboy boots, here’s street-level proof that the thrill of the find is alive, well and blazoned ten feet high.

uncommon.studio