Signals

US – Fashion resale platform Depop (now a subsidiary of Etsy) has launched its largest US campaign to date. Created by Uncommon Creative Studio, Where Taste Recognises Taste dramatises the emotional connection between buyers and sellers, introducing the idea of Depopelgangers – style twins who discover each other through second-hand fashion. 

The campaign marks a tonal shift for the London-based platform, transitioning from educational messaging to cinematic storytelling designed to appeal to a wider demographic beyond its Gen Z base.

‘Second-hand isn’t only sustainable, it’s also where the most interesting, personalised wardrobes are built through genuine style connections within our wildly diverse and global community. It’s one thing making second-hand accessible, but it also needs to be exciting,’ says Sonia Biddle, interim chief product officer and marketing leader at Depop.

The campaign echoes insights from New Codes of Value, which identified the values shift away from blind consumerism towards savvy spending that leaves the individual feeling better post-purchase than before. Head to our Rebranding Resale report for more examples of the upscaled marketing initiatives, luxury partnerships and circularity-led retail concepts that are redefining resale and helping consumers enact this shift.