Pop and reality stars have begun selling clothes that they’ve actually worn online as a means of keeping up with a growing retail market that is heavily based on second-hand shopping. Generation Z specifically has taken to websites like Depop and Etsy to buy certain clothing and accessories second-hand and maintain that “vintage” look.
Singer Olivia Rodrigo, who has been charting tremendously within the past month thanks to her debut album SOUR, has recently announced the creation of the SOURshop, a microsite on the clothing resale site Depop.
SOURshop features tons of now sold out clothing items that Rodrigo wore in her now iconic music videos for Driver’s License, Good 4 U, and Deja Vu; including silk scarves, platform shoes, and romper suits.
Etsy recently purchased Depop to continue to support this new market. Etsy CEO Josh Silverman called Depop “the resale home of Gen Z consumers, I mean 90% of its consumers are under the age of 26, so it’s a demographic that’s very valuable for current retailers coming out of this pandemic.
That demographic also perfectly aligns with the age of people who listen to Olivia Rodrigo’s music, hence the decision to put her own clothing on Depop.
The Kardashian-Jenner family is somewhat responsible for this trend of celebrities getting into the second-hand shopping market. Their online store Kardashian Kloset launched back in October 2019, and has since offered clothing items worn by everyone in the family during some of their most mainstream moments.
According to the company, Kardashian Kloset has made “9,000 sales and will open its first bricks and mortar shop in Las Vegas later this month.”
“Eighty-one percent of 16- to 24-year-olds say that buying pre-owned has become more common in the last year,” says Emma Grant, head of Pre-Loved items at eBay.
“With many artists now selling some of their personal items, it’s given fans something new to covet and collect. Three-hundred-and-sixty degree merchandising is a big deal, and the pull for fans is getting closer to their idols. It’s brought (them) closer knowing they can afford something that an artist they idolised personally touched,” says Darren Julien, the owner of auction house Julien’s, which deals exclusively with celebrity-related products.
Eric Mastrota is a Contributing Editor at The National Digest based in New York. A graduate of SUNY New Paltz, he reports on world news, culture, and lifestyle. You can reach him at email@example.com.