DEPOP [ DRESS CODE RED ]

DEPOP [ DRESS CODE RED ]

DEPOP [ DRESS CODE RED ]

My Team

Duration

D& Ad Brief :
2 Months

My Role

Art Direction

Creative Strategy

Tools

OUR PROBLEM
Is Office Wear A Barrier To Gen Z Success?

Gen Z is trapped in a paradox: the traditional office wear is financially inaccessible, yet bold self expression remains a very professional liability.

Gen Z is trapped in a paradox: the traditional office wear is financially inaccessible, yet bold self-expression remains a very professional
liability.

OUR INSIGHT
Where Does Gen Z Turn For Career Guidance?

Gen Z often turns to social media for advice and fashion inspiration, trusting it to provide quick solutions to their many everyday dilemmas.

OUR SOLUTION
How Can Depop Bridge The Office Wear Gap?

Depop Dress Code Red is a community led solution helping Gen Z find office wear that is both highly affordable and professionally approved.

PROJECT OVERVIEW

01

01

Case Study

Case Study

Case Study

Case Study

02

02

Dress Code Red

Dress Code Red

Dress Code Red

Dress Code Red

03

03

Advertising Campaign

Advertising Campaign

Advertising Campaign

Advertising Campaign

Dress Code Red

Our CAMPAIGN

Advertising Campaign

OOH Advertising

PROJECTED KPI

To ensure this campaign truly serves our target audience, we aligned our projected KPIs with the specific pain points of Aisha Rachid to symbolize someone who has been in corporate for a while and Mia Rodriguez who is a new entree into corporate. While this is a student project responding to a D&AD brief, these targets are informed by market research and real world circular fashion data representing what success would look like if Dress Code Red launched in market.

Depop: [ Dress Code Red ]
+22%

For someone like Aisha, looking professional every day shouldn’t mean overspending every month. We project that the Dress Code Red phone booth activation could help users like her reduce monthly workwear spending by around 22% by connecting her daily looks to a community of stylists who surface smarter, more affordable second hand alternatives without sacrificing her professional credibility.

Aisha Rachid
Depop: [ Dress Code Red ]
+35%

For a first jobber like Mia, the pressure of nailing that first impression can make getting dressed feel financially overwhelming. We project that the Dress Code Red app hotline could reduce first job wardrobe costs by around 35% by matching her planned outfits with budget friendly Depop listings that still feel true to who she is, proving that professional doesn’t have to mean expensive

Mia Rodriguez

BRAND GUIDELINES

PROJECT TAKEAWAYS

Outcome

Dress Code Red empowers British Gen Z to blend professional standards with personal authenticity. By leveraging community-led curation, I bridged the gap between costly traditionalism and self-expression for a more confident workplace entry.

Reflection

During this campaign, I realized that the biggest barrier to professional entry isn’t just the price tag, but the fear of misrepresentation. By prioritizing community-led style guides, I addressed the anxiety of losing one's identity that traditional corporate standards often impose on British youth. Balancing the need for professional polish with the desire for self-expression taught me how to design for both workplace confidence and personal authenticity.

Next Steps

Moving forward, I want to see how this community model scales beyond the office. I’m interested in expanding the campaign to cover other high stakes moments like galas or first dates, where the pressure to look "right" often clashes with self expression. To keep the project's integrity, I’d develop a framework for our community stylists to ensure their advice stays inclusive and helpful. Ultimately, my goal is to measure how this peer to peer support affects brand trust, proving that Depop can be more than a marketplace it can be a genuine guide for navigating adulthood.