Fashion resale marketplace Depop has launched “Depop This Look,” a campaign from agency Opinionated that involves IRL-meets-digital style inspiration centered on iconic Los Angeles locations.
The initiative involved selecting the locations first—they include businesses like Pink’s Hot Dogs and Rainbow Bar & Grill, as well as communities like Venice Beach and Chinatown. QR codes were installed, along with other signage, in those location, leading to a listing of trends, styles and pieces based on that location—as selected by handpicked tastemakers and influencers.
For example, Pink’s Hot Dogs currently has new signage as well as a billboard above featuring writer, producer, and comedian Jordan Firstman. Scanning the QR code leads to Firstman’s picks for secondhand and vintage fashion looks inspired by Pink’s.
The program runs through May 5. Other partnerships currently live include Quen Blackwell x Neighbors Skateshop, Eunice Chang x Rainbow Bar & Grill, Louisa Meng x Chinatown and Mia Carucci x Club Bahia. There are more on the way.
“It's really exciting to collaborate with some of L.A.’s incredible talented individuals and landmark institutions to celebrate that style inspiration is all around us, and that people can explore secondhand and vintage fashion to find what they're looking for,” said Peter Semple, Depop’s chief marketing officer. “Alongside these amazing partners we’re hoping to prompt conversation around the connections between culture and fashion, and encourage everyone to share and discuss the people, communities, places that inspire them to #DepopThisLook.”
Mark Fitzloff, founder of Opinionated, said the U.K.-based Depop came to the agency looking to make a bigger impact on the U.S. market.
“We wanted to put a positive spin on how revolutionary the idea of Depop is, beyond the obvious sustainability story that's inherent to circular fashion,” he said. “So off of a brief of ‘finding inspiration anywhere,’ we came up with this idea that you can Depop something—that the name is a verb that means you can turn something into a style you can wear. QR codes have had their ups and downs, but there's still something magical about how it connects the physical world with the digital one. So they were the perfect device to turn an everyday location or even an object into a curated look immediately on Depop.”
The influencer talent was the last component of the campaign to be developed.
“We selected influencers who are authentic to LA culture, fashion culture in particular, and who had a solid Gen Z following,” said Fitzloff. “We then cut the list down by choosing people who's personal styles resonated with the vibe and look of each location. Some of the influencers had closer ties to the location, like Mia Carucci, who had her record release at Club Bahia.”
Below, read more about each partnership, as described by Opinionated.
Xochitl Gomez x Venice Beach
Home to an iconic skate plaza, fishing pier and more, Venice beach attracts hundreds of people, making it one of the richest spots in the area for visual style inspiration. To capture Venice Beach bigger-than-life style, shop Depop curated style edit, featuring skater boy/girl aesthetic pieces.
Jordan Firstman x Pink’s Hot Dogs
A Hollywood legend since 1939, Pink’s Hot Dogs is iconic not only for its tasty, uniquely named hot dog’s, but for its aptly colored pink exterior and retro aesthetics that continue to draw crowds daily. Jordan Firstman, a comedian who rose to fame for his Instagram skits, is bringing his bright, electrifying style to Depop, pulling inspiration from the infamous hot dog joint. Similar to his sketches, Jordan is encouraging fun, flirty fashion to elevate your everyday looks.
Quen Blackwell x Neighbors Skate Shop
Neighbors Skate Shop is bridging the gap between generations. Their mission is to continue their legacy through energy and art—ideals that resonate with TikToker Quen Blackwell, who hopes to use her following and career to solidify her creative legacy, and encourage young people to get outside and do the same. Depop users can shop skater looks, channelling inspiration Quen sees in local artists and the authentic vibe of Neighbors.
Eunice Chang x Rainbow Bar & Grill
Rock and Roll is at home in the Rainbow Bar & Grill, a snapshot of the ’70s and ’80s where rockstars and locals alike have frequented over the years. Professional skateboarder Eunice Chang is bringing her cool-girl style to Depop—shop her favorite rocker-vintage leather looks, cool chokers and more clothing inspired by the Rainbow Bar & Grill’s legacy.
Louisa Meng x Chinatown
Los Angeles’ Chinatown was the first neighborhood in the U.S. to be owned by Chinese residents, and ever since has been a mecca for food, boutique galleries and small businesses. Photographer and creative director Louisa Meng often draws inspiration from her community and cross-generational cultures, and Chinatown’s rich historical background echoes this sentiment. Now, Depop shoppers can channel the eclectic and vibrant style into their wardrobes with Louisa’s unique curation of culturally inspired looks.
Mia Carucci x Club Bahia
Filled with neon palm trees, live music and great drinks, Club Bahia is a storied Latin nightclub in the heart of Echo Park. Musician Mia Carucci, who celebrated her album release at a party hosted by Club Bahia, digs into their latin roots for their personal sound, fusing natural and electric elements, which feel at home in Club Bahia. For your next night out, no matter your vibe, let Mia’s curated shop guide your look, embodying the lively spirit of L.A.
Marcel Ruiz x Supervinyl
(Starting April 7.) Known for its wide selection of records and turntables, Supervinyl embodies mixing the past and present with modern music and old-school listening methods. Now, with a little help from Depop and actor/DJ Marcel Ruiz, fashion-lovers can shop a “retrosport” style edit inspired by Supervinyl’s nostalgic aesthetic, including band tees, leather jackets and vintage denim. Similar to Ruiz, a passionate DJ constantly immersing himself in new music, Depop users can immerse themselves in Supervinyl’s stacks of records and craft an accompanying look from the app’s retro-cool curation.
Lia Bass x The Line Hotel
(Starting April 7.) The Line Hotel, a chic Koreatown boutique hotel, features industrial elegance with clean lines, rich burgundy walls and sophisticated style at every turn. Matching The Line’s sleek look, Lia Bass, a rising actress/model, keeps you guessing with her edgy, leather-loving style. For the cool girls looking to emulate The Line and Bass’ aesthetic, shop Depop’s grunge style edit featuring sleek moody pieces in purple, mesh material and more.
Cassidy King x De La Nonna
(Starting April 7.) Translating to “from the grandmother,” Latin and Italian-inspired pizzeria De La Nona brings soul food and the sweetness of a home-cooked meal right to your table in the heart of the Arts District. Cassidy King, a singer-songwriter hailing from Ohio, brings that same warmth to her soulful, deeply personal lyrics. De La Nonan and King invite Depop users to pull style inspiration directly from their homeground aesthetic and shop their classic, retrofit edit, featuring red and white gingham, cozy flannel pieces, relaxed dresses and more.
Remi Wolf x Night + Market Song
(Starting April 21.) Bright, bold and buzzy, Night + Market Song serves as a hub for good food and good conversation as one of Los Angeles’ best Thai restaurants—and with her vibrant, eclectic style, singer Remi Wolf fits right into this scene. If fashion-lovers are looking to tap into Night + Market Song and Wolf’s bold and magnetic personalities, they scan and shop Depop’s “sirenscape” style edits, full of colourful hues, bold patterns and eye-catching statement pieces for the most alluring looks.