Poshmark’s “Try Yourself On” campaign taps fashion’s closet-curiosity
Poshmark’s new brand concept ties resale to identity play, using mixed-media film, OOH in three cities, and creator perspectives to sell discovery.
Poshmark is betting on a feeling every fashion person knows: the urge to dig through someone else’s closet and come out with a version of yourself you did not plan on. That “wait, why does this work on me?” moment is the whole point, and it is why this campaign lands during Fashion Month.
In an official announcement, the company framed “Try Yourself On” as a new brand concept and its largest integrated brand campaign to date, spanning film, out-of-home, social, and experiential, plus collaborations with fashion and culture voices.
Table of contents
Jump to each section:
- Why “trying yourself on” is a very online fashion behaviour
- What Poshmark actually launched with “Try Yourself On”
- How the creative and channel mix sells discovery, not just resale
- What this means for marketers
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Why “trying yourself on” is a very online fashion behaviour
Resale is not just about finding a deal. It is about the hunt, the scroll, and the small identity shift that happens when you move from “my style” to “my style, but in a different universe.” That is why “closet browsing” works as a cultural idea: it maps to how people already discover fashion through other people’s taste, whether that is a friend, a creator, or a random saved outfit post.
It also fits the way fashion fans behave during Fashion Month. Attention spikes, aesthetics compete, and people feel permission to experiment. Poshmark’s concept leans into that permission structure: you are not committing to a new identity forever, you are just trying it on.
For readers who do not live in resale apps, here is the core appeal: Poshmark aggregates millions of individual closets, and the marketplace constantly refreshes, with the company saying more than 700,000 new listings are added every day. That volume makes “unexpected finds” feel plausible, not just aspirational.
What Poshmark actually launched with “Try Yourself On”
“Try Yourself On” is positioned as a brand concept debuting inside what Poshmark calls its largest integrated brand campaign to date. The central message is discovery through other people’s closets, and the company ties that to identity play: moving between aesthetics, finding a designer you did not search for, or landing on something from another era.
The campaign was developed with creative agency nice&frank. Poshmark also framed the launch as part of a broader evolution, citing new leadership and a sharper fashion lens as it tries to build cultural relevance and drive commercial growth.
On the community side, Poshmark is bringing in a roster of creative voices across fashion, entertainment, photography, and culture for a social content series. Participants named include Chloe Fineman, Courtney Grow, Jalil Johnson, Nicky Campbell, Colleen Allen, Elissa Santisi (plus Francesca Keller), photographer Tyler Joe, Jerry and Zachary Pozniak of Jeeves Dry Cleaners, and Poshmark chief revenue officer Elizabeth von der Goltz.
How the creative and channel mix sells discovery, not just resale
The films matter here because they are not trying to “explain how resale works.” They are trying to recreate the sensation of discovery. The long- and short-form spots, directed by mixed-media director and photographer Léa Esmaili, combine live action, animation, and CGI. The narrative thread is characters moving through unexpected worlds, outfits, and identities, searching for one thing and finding another.
That creative choice is doing real marketing work. Discovery is hard to communicate in static product promises, but easy to communicate through visual surprise and fast identity pivots, which are already native to social-first fashion culture.
The channel plan keeps the message physical too. Poshmark is extending out-of-home across New York City, Los Angeles, and Toronto, including major takeovers of Manhattan’s Union Square and Broadway-Lafayette subway stations and Toronto’s St. George Station. In other words, it is placing the “try something new” prompt directly into commuter routines, not just inside an app.
Experiential ties it back to place-based culture. On September 13, Poshmark plans to run “Poshmark Dry Cleaners,” an interactive activation in SoHo that turns a familiar neighbourhood dry cleaner into an unexpected fashion destination. That setting is not random: dry cleaners are where “real clothes” live, not fantasy runway looks, which reinforces the campaign’s point that coveted pieces can already be in someone else’s closet.
What this means for marketers
If the cultural hook is “identity play through someone else’s taste,” the marketing lesson is about selling a behaviour, not a feature list.
- Build around the feeling your product enables, not the category you are in.
“Resale marketplace” is functional. “Try yourself on” is emotional and social. It frames shopping as exploration, which is closer to how fashion fans actually talk about style. - Use creators as interpreters, not just distribution.
Poshmark’s social content series is structured around distinctive perspectives. That matters because discovery is credibility-based: people trust taste more than they trust ads. - Make the physical world do narrative reinforcement.
Subways, station takeovers, and a SoHo dry cleaner are not just media placements. They are scene-setting. They help the campaign feel like a fashion moment, not a platform update. - Treat “endless inventory” as a storytelling advantage.
When a marketplace adds volume at the pace Poshmark cites, the product benefit is variability. The creative strategy mirrors that variability with mixed media and constant visual switching. - Time brand meaning to when the audience is already in discovery mode.
Launching during a major fashion week is not just about attention. It is about mindset. Fashion Month gives people permission to switch aesthetics, which makes “try yourself on” feel like a natural prompt.
The bigger signal is that resale platforms are increasingly competing for cultural positioning, not just transactions. If “shopping secondhand” used to be framed as thrift and value, campaigns like this push it toward identity, play, and community taste.
That shift changes what good marketing looks like: less product tutorial, more world-building. When the brand can make exploration feel safe, fun, and socially legible, discovery becomes a habit, not a one-time browse.
