Poshmark has launched a new brand concept as part of what the online marketplace describes as its largest integrated brand campaign to date, with the company placing greater emphasis on fashion discovery and personal style.
Called “Try Yourself On,” the campaign launched Sept. 8 during New York Fashion Week and is running across film, out-of-home advertising, social media and experiential activations in New York City, Los Angeles and Toronto. The initiative is intended to encourage shoppers to explore fashion beyond their existing preferences and discover items listed in other users’ closets.
The campaign comes as Poshmark undergoes what it describes as a broader evolution under new leadership and with additional industry expertise, with a focus on fashion, cultural relevance and commercial growth.
Campaign targets fashion discovery
Developed with creative agency nice&frank, the campaign is based on the idea of exploring another person’s closet and finding clothing or accessories that a shopper may not have considered searching for. Poshmark says more than 700,000 new listings are added to its marketplace each day.
“Poshmark brings millions of expressions of human taste together in one place,” said Elizabeth von der Goltz, chief revenue officer, Poshmark. “You can move between aesthetics, discover a new designer, find an amazing piece from another era, or stumble upon something you never would have searched for. That’s the idea behind ‘Try Yourself On’ – fashion as a way to discover different versions of yourself. There’s no other fashion destination quite like Poshmark where the world’s closets are at your fingertips.”
A series of long- and short-form films directed by mixed-media director and photographer Léa Esmaili combines live action, animation and computer-generated imagery. The films feature characters moving through different worlds, outfits and identities while looking for particular items and encountering unexpected alternatives.
The campaign’s out-of-home component includes what Poshmark calls its largest such campaign to date, with advertising takeovers at Manhattan’s Union Square and Broadway-Lafayette subway stations, as well as Toronto’s St. George Station.
Creative collaborations expand campaign
Poshmark is also working with individuals from fashion, entertainment, photography and culture during Fashion Month to provide different interpretations of personal style and discovery.
Chloe Fineman, Courtney Grow, Jalil Johnson, Nicky Campbell, Colleen Allen, Elissa Santisi and daughter Francesca Keller, photographer Tyler Joe, Jerry and Zachary Pozniak of Jeeves Dry Cleaners and von der Goltz are participating in a social content series tied to the campaign.
Several participants will also create Tastemaker curations on Poshmark, selecting and liking products they find on the marketplace to produce curated edits for shoppers. The company says the initiative is intended to give buyers another source of fashion inspiration while highlighting individual perspectives on personal style.
New York activation
The campaign also included an interactive consumer activation in New York’s SoHo neighbourhood called the Poshmark Dry Cleaners.
The activation transforms a neighbourhood dry cleaner into a fashion-focused experience built around the campaign’s theme of discovering desirable pieces outside traditional runway settings.
Poshmark says the campaign, creative collaborations and New York Fashion Week activation are designed to reinforce its focus on fashion discovery and the range of products available through its marketplace.
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