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Brief Published: 4 Sep 2019

Depop Helps Selfridges Dept. Store Push Digital Agenda


As part of A/W 19/20 campaign The New Order – a deep dive into a digital future – British department store Selfridges has embraced the e-brand shift into physical spaces (detailed in IRL to URL) by partnering with UK reselling giant Depop. The pop-up features a rotating cast of Depop sellers, replete with a programme of workshops.

The pop-up, located on Selfridges’ third-floor Designer Studio, runs from August until the end of October 2019, and will showcase product from Depop sellers representative of that month’s chosen topic. August’s theme was entrepreneurship while September’s is sustainability.

Sellers will exhibit key pieces from their collections, only available for purchase at Selfridges. Additional exclusive product will be available to buy online at Selfridges.com, while the pop-up will also be highlighted on the Depop app.

The space includes a kinetic rail similar to a dry-cleaners – visitors simply press a button to stop it when they see something they like. There are also digital screens on the walls where consumers can scan the QR codes of items they like or play a game (catching or dropping items) to get seller recommendations.

Product will run the gamut from vintage pieces from the likes of iconic designers including Moschino and Jean-Paul Gaultier, to London streetwear brand Glacier Girl, which customises charity-shop clothing with designs highlighting climate-change issues and British designer Patrick McDowell, who produces luxury pieces from recycled materials. September’s programming includes a workshop on reworking product with streetwear upcycler Sam Nowell

The New Order website also features Selfridges’ recommendations on what to read, visit, listen to and follow for a 360° view of the digital revolution (see also Cultural Capital Means Credibility in Redefining the Department Store).

For more on why retailers should feed small-scale entrepreneurialism, see Powering the Brand of Self in Dynamic Youth: Gen Z.