Depop's Steve Dool on Brand Building, Zara Larsson Campaign, and the Role of AI
In an interview with Rob Alderson for It's Nice That's In-House column, Steve Dool, the senior director of brand and creative at Depop, shared insights on brand development and the Zara Larsson campaign. Since joining Depop in 2018, Dool has stressed that a brand's identity is shaped by its choices, particularly regarding what it opts not to pursue. Founded 11 years ago, Depop was acquired by Etsy in 2021 and eBay earlier this year, leading to a greater focus on strategy and accountability. The Zara Larsson campaign included scripts from comedian Jo Sunday and edits by Larsson herself. Dool expressed doubts about the effectiveness of AI and underscored the significance of community involvement. The interview was published on October 7, 2026.
Key facts
- Steve Dool is senior director of brand and creative at Depop, joined in 2018.
- Depop was acquired by Etsy in 2021 and by eBay earlier this year.
- Depop's 11-year history includes driving the explosion of secondhand fashion.
- Zara Larsson campaign involved comedian Jo Sunday writing scripts and Larsson contributing edits.
- Depop had a space at Daisy Chain Fields Festival launched by Olivia Rodrigo this year.
- Dool believes brands are defined by what they don't do and emphasizes restraint.
- Dool sees creative and data decision-making as interconnected, not separate.
- Dool predicts a reaction against AI's efficiency and values in-person events for their unknown element.
Entities
Artists
- Steve Dool
- Zara Larsson
- Rob Alderson
- Jo Sunday
- Olivia Rodrigo
Institutions
- Depop
- Etsy
- eBay
- It's Nice That
- Spotify
- Daisy Chain Fields Festival
Locations
- London
- United Kingdom