This campaign was developed to promote Depop’s new in-app swapping feature, offering a more sustainable and community-driven alternative to fast fashion. Titled “Depop Swap”, this strategy focuses on encouraging Gen Z users to swap rather than sell, reframing second-hand fashion as both stylish and circular.
At the heart of the campaign is the tagline “Swap, Style, Save”, highlighting the triple benefit of swapping: refreshing your wardrobe, expressing your personal style, and reducing fashion waste. In collaboration with Royal Mail Parcel Lockers, the campaign extends its message with a secondary call to action: “Swap, Drop, Collect”, communicating the added convenience and accessibility of the new feature.
The visual identity is bold, youthful, and fashion-forward, reflecting the Depop aesthetic while appealing to a community of trend-conscious, socially aware users. Photography features a diverse, style-savvy group of friends exchanging outfits, capturing the energy of real-life connection and self-expression.
