Depop - Would You Trade Up?

This campaign taps into Gen Z’s obsession with closeness to their favorite celebrities and flips the idea of “shopping like them” into something tangible. Instead of endlessly liking and saving influencer outfits, Depop becomes the place where fans can literally trade their way into celebrity closets. By turning clothing into currency, the auction makes high-fashion feel sustainable and participatory. The concept works both IRL and digitally, generating buzz, user participation, and endless social content as people compete to “trade up” their wardrobes. It transforms passive scrolling into active involvement and positions Depop as the platform where the distance between fans and fashion icons suddenly disappears.

OOH

  • Make Depop the talk of the town again for those who have forgotten or dismissed them.

  • Social media creates a false sense of intimacy between Gen Zers and their favorite celebrities or influencers, establishing a perception of personal relationships when in reality there is distance and one-sided interaction.

  • Eliminate the barrier between consumers and their idols while making high-fashion accessible to Depop’s audience through a live, in-person and digital auction where big-name celebrities and influencers list their coveted items, but instead of cash, people bid with their own clothes.

App Experience

Depop will feature a celebrity closet storefront where users can browse the available items. Instead of a “Buy” button, each item has a “Trade Now” option where users can upload a photo of their own item and write a short pitch or description. The more items you list for trade the more entires you get to be invited to the live auction.

The winning trades get highlighted on Depop’s feed as a “Best of the Auction” showcase.

Live Auction

Location: A trendy rooftop in NYC.

Experience:

  • Each celebrity/influencer showcases 1-3 iconic fashion pieces they’re offering with a backstory of the item.

  • Instead of bidding with money, participants hold up a thrifted item they think is worthy of a trade.

  • Winning bidders swap their pieces right then and there.

  • Golden Items: For rare pieces, a panel of judges help decide the best trade.