Depop and American Express partner on festival fashion collaboration with Elmiene 

Community-powered fashion resale marketplace, Depop, and American Express have announced a collaboration with rising star Elmiene, offering Depop users in the UK the opportunity to shop a curated edit of his Depop picks and festival looks.  

This comes as part of a six-month partnership across the US and UK, that sees Depop and Amex  collaborate with talent performing at headline festivals to bring their personal style to festival-goers worldwide and show them that what’s old can be new again.  

Rising star Elmiene, who has already co-written for Stormzy and was tipped as one of British Vogue’s ‘nine musicians set to take over in 2023’, has just released his new single ‘Mama’ (co-produced by Sampha) and is currently in the midst of an exciting summer of new music and performances, including a slot at Luno presents All Points East.  

Elmiene has already made a powerful impact in the fashion world – his song “Golden” was selected for Virgil Abloh’s final Louis Vuitton show before he had even released a single. Depop and Amex have enlisted the rising R&B star to continue bringing festival style to fashion and music fans in the UK and US this summer. Earlier in the year, the partnership saw Gen Z songstress, Caity Baser curate a similar collection of festival picks for UK festival-goers, while Flo Milli also launched an edit for US festival attendees. 

“Depop is constantly looking to reach new audiences and provide our existing customers with compelling new ways to sample, or commit to circular fashion long term,” said Peter Semple, Depop’s Chief Marketing Officer. “For over a decade, American Express has delivered a range of unforgettable festival experiences, so thefestival-wear partnership felt like a natural fit, and we get to speak to our community with the help of up and coming artists who embody their bold, creative spirit. With sustainability increasingly at the forefront of festival goers’ agendas, Depop users have the chance to shop curated style edits while promoting and celebrating the incredible circular fashion on our platform.”  

Having established itself as a leader in delivering unforgettable experiences at music festivals for nearly a decade, American Express is now partnering with Depop to further empower people to keep festival fashion circular and bring new life to pre-loved clothing. 

We’re thrilled to continue our global partnership with Depop at All Points East, which caps an incredible music festival season in the UK this summer”, said Aaron Burke, VP Global Brand Sponsorships & Experiential Marketing at American Express. “Throughout 2023 we have seen how many festival attendees have loved nostalgic in-the-moment experiences. We’re excited to show once again that what’s old is new again through our Y2K-themed festival experiences and partnership with Depop. Working with Elmiene, with his fashion credibility and inimitable style, felt like a natural fit and we hope his festival edit inspires our communities to have fun sourcing their festival style more sustainably.” 

Elmiene said, “Fashion has been a huge part of my musical journey so far, and something I feel strongly about as I carve out this next chapter of my career. I’m excited to be working with American Express and Depop to bring my own bright, unique style evolution to life IRL.” 

Customers in the UK and US can check out the Elmiene Edit, launching Wednesday 16th August here, or in the Depop App.