Depop brings secondhand fashion in-game

Global – The community-powered fashion marketplace Depop is collaborating with computer game The Sims to bring seller-designed virtual clothing into the gaming world. With this partnership, players can style their Sims’ outfits, earn in-game currency by reselling their best looks, and even become virtual influencers within the game. The peer-to-peer resale platform is among the first to introduce the second-hand clothing model into a virtual platform.

Through this tie-up, the two brands exemplify how platforms and retailers can use Fashion-meta Networks to promote sustainable behaviours. As gaming worlds continue to reflect changing consumer habits in the physical world, such as the growth of resale, this initiative empowers consumers to express their sustainable values within virtual realms. Steve Dool, brand director for Depop, says: ‘The beauty of a project like this is that there are no boundaries on each seller’s creativity, so they were able to dream up their fantasy upcycled, vintage or custom pieces.’

By digitally mimicking real-world processes, Depop promotes more conscious behaviour in both physical and virtual environments. Elsewhere, we’ve previously explored the ways in which Affirmative Avatars are enabling greater self-expression in online spaces.