Depop and Spotify Link Secondhand Fashion With Music in New Partnership
Depop, the resale platform owned by Etsy, and Spotify, the audio streaming service, have launched a partnership that connects secondhand fashion with music through artist-curated playlists and wardrobe storefronts.
The collaboration, announced on Tuesday, pairs a co-branded editorial playlist on Spotify with artist-run shops on Depop. Six artists were selected to curate wardrobe collections and contribute music: Eve, Amira Elfeky, Estevie, Frost Children, House of Protection, and Lily Meola. Each artist contributed tracks to an exclusive Spotify playlist designed as an audio companion to their Depop closets — the personal shops sellers set up on the platform. WWD
The artist-curated Spotify playlist was unveiled on Tuesday, and the six Depop storefronts went live on Wednesday. On Thursday and Friday, the two companies hosted a two-day activation — a live event built around the brand partnership — at the Hollywood Premiere Motel on Hollywood Boulevard, featuring live performances, genre-inspired closets and fashion edits.
Steve Dool, senior director of brand and creative at Depop, said in a statement shared first with WWD that the partnership brings together music and fashion culture. Matt Luhks, senior director of global marketing at Spotify, gave a separate statement about the collaboration. Neither company disclosed financial terms.
The deal follows a string of music-related partnerships Depop has pursued, including tie-ups with Kacey Musgraves, Zara Larsson, the Governors Ball festival, and the Olivia Rodrigo-founded Daisy Chain Fields festival. The Spotify partnership extends that pattern but adds an in-app audio layer, giving shoppers a playlist to listen to while browsing a seller's wardrobe.
What makes the setup unusual is the two-sided design. Spotify listeners can discover an artist's taste in clothing through curated Depop storefronts, while Depop shoppers get a soundtrack chosen by the same artist. It is a cross-platform loop: music leads to fashion, fashion leads back to music.
For fans, the appeal is direct access to the personal style of artists they follow — or at least the version of it curated for this campaign. The six artists span hip-hop, pop and alternative genres, which means the wardrobe selections range widely. Whether the model drives meaningful resale volume for Depop or streaming engagement for Spotify was not addressed in either company's statement.
