Online fashion and lifestyle retailer Zalando is looking to inspire people to embrace their own unique style with confidence as it unveils its autumn/winter campaign for 2024.
Devised in partnership with creative agency Wieden + Kennedy Amsterdam, ‘What do I wear’ will aim to simplify fashion choices and celebrate fashion’s vital role in self-expression.
Featuring Hollywood stars Willem Dafoe and Brigitte Nielsen, the campaign will revolve around a 30-second hero film that showcases how Zalando can help fashionistas of all ages find the right style for them.
“Building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a greater role in our customers’ lives,” Zalando senior VP of design, marketing and content, Anne Pascual said.
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“This evolution is all about style confidence and redefining how our customers connect with fashion and lifestyle. We are very excited to showcase this evolution with our new autumn/winter 2024 campaign, ‘What Do I Wear?’, marking the first step in presenting our new brand positioning and revamped brand identity”.
The brand’s hero clip will also be supported by a series of executions running across out-of-home, social media and online – with a further five 15-second films featuring characters from the main work.
Wieden + Kennedy Amsterdam CCO, Susan Hoffman added: “We found a very rare thing – an insight both deeply personal and universal.
“So we had to build a brand platform around it. All of humanity and fashion live inside the question ‘What do I wear?’. This gives Zalando the opportunity to keep bringing meaning to that question for the years to come.”