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Pop into Selfridges today, and you’re likely to be surrounded a sea of fresh-faced shoppers clad in bucket hats, retro Tommy Hilfiger fleeces and vintage Burberry check.
Why? Because, today, millennial favourite Depop is opening a three month-long pop-up in the store.
For the uninitiated, Depop is a peer-to-peer fashion selling app (a sort of combination of EBay and Instagram), extremely popular with Gen Z. In fact, of its 13 million users, 90 per cent are under 25.
Depop, which recently raised £50 million, has previously opened two successful physical spaces in LA and New York, and one in Hackney’s Bohemia place back in May, allowing its users to shop items from the platform's star sellers IRL.
From today through to the end of October, the space inside Selfridges will showcase different Depop sellers each week who’ll put their key pieces up for sale. An additional exclusive selection of pieces will be available online on Selfridges.com, and there’ll also be a dedicated in-app section on the Depop app featuring all sellers included in the pop-up.
Each month will focus on a different aspect of fashion with sellers, workshops and other programming designed around it. August will explore the theme of entrepreneurship with help from Depop star sellers @internetgirl (Bella McFadden) and @ladzkazeem (Ladi Kazeem), alongside Depop Founder Simon Beckerman.
“Depop’s mission is to empower the next generation to transform fashion,” said Peter Semple, Depop Chief Marketing Officer. “Coming together with a fashion authority like Selfridges is an exciting opportunity for members of our community to extend their reach offline and take their business to the next level.”
