The Story Behind the Stitch

Client: Depop

Problem from Brief: How can Depop spark buzz by showing off its unique, community-driven take on circular fashion, especially to those who've tuned out?

Insight: We hold onto clothes not because of what they are, but because of what they mean.

Big Idea: Every secondhand item carries a first-hand story.

Execution: The Story Behind the Stitch is an immersive pop-up museum that invites visitors to explore the emotional history of Depop items. Each garment is displayed with photos, audio, and artifacts from past owners; revealing the real people and memories behind each piece. A VR room drops you into a pivotal moment from an item’s life. Visitors can donate a garment for free admission, shop the displayed pieces through in-exhibit QR codes, or add their own chapter via Depop’s in-app storytelling feature.

Role: Copywriter

Art Director: Caitlin Espiritu