Fresh off being acquired by eBay, Depop, the online fashion resale marketplace, has released its first major marketing campaign under its new parent company. It builds on the company’s established strategy: Follow the music.
This week, Depop announced what it calls a “first-of-its-kind partnership” with Spotify that gives customers access to the personal closets of six up-and-coming artists. Eve, Amira Elfeky, Estevie, Frost Children, House of Protection and Lily Meola, all of whom are young and have engaged Gen Z audiences and millions of streams on Spotify, are the first six artists participating in the partnership.
On Depop, customers can shop a curated collection of secondhand clothes from each artist’s dedicated shop. Depop is also creating a playlist that each artist contributed to. The company is rounding out the campaign with an in-person activation on Thursday and Friday at the Hollywood Premiere Motel, inviting top fans of each artist to watch them perform live and shop the closets in-person.
The artists were all deeply engaged in creating both the closets and the playlist, according to Matt Luhks, senior director of global marketing at Depop.
“Many of the artists contributed to an exclusive playlist on Spotify, which is an audio companion to their Depop closets,” he said. “It lets fans trace the thread between what these artists wear, what they listen to and how they create.”
