Zalando, one of Europe’s leading fashion and lifestyle destinations, unveils its bold new brand identity with the launch of the captivating ‘What Should I Wear’ campaign. Launched on 8 September, the Autumn-Winter 2024 campaign features a high-profile cast including acclaimed actor Willem Dafoe, model and actress Brigitte Nielsen, actor and model Luka Sabbat, and content creator and model Sabrina Bahsoon, known as #TubeGirl. The campaign was created with photographer Sophie Jones and director Aube Perrie.
The fun and bold ‘What should I wear’ campaign revolves around self-confidence and showcases a universal everyday experience that affects everyone, regardless of age, location and gender: the common dilemma of deciding what to wear. Set against the backdrop of the bustling metro, the campaign reflects a dynamic mix of diverse lives, backgrounds, style preferences and aspirations, showcasing fashion that suits everyone, wherever their journey takes them.
Willem Dafoe says: ‘’What shall I wear’, a question we all ask ourselves and which binds us together. Same question, different answers. Some of us are extroverts, some of us are introverts. We express ourselves with what we wear. When what you choose to wear aligns with your curiosities, goals, identity, desires, aesthetics, you feel confident and at ease in relating to others and facing the world. Just as an actor’s imagination can be fuelled by a costume, your clothing choices can inspire you to imagine what you can be.’
‘It has been a pleasure to collaborate with Zalando on this campaign. The daily ritual of asking ‘what should I wear’ is universal, but deeply personal. Fashion has always been a way for me to express my emotions and be true to myself. Zalando’s variety of styles offers something for everyone, allowing people to find what makes them feel confident and beautiful, regardless of age, size or anything else,’ explains Brigitte Nielsen.
A refreshed brand identity
The Autumn-Winter 2024 campaign marks the first public announcement of Zalando’s new brand identity and represents an important milestone in the company’s vision to become the lifestyle partner that helps customers make confident fashion choices every day. It is aligned with Zalando’s new strategy, launched earlier this year and focused on quality, lifestyle and inspiration. The refreshed visual identity introduced with the Autumn/Winter 2024 campaign features an intensified orange colour scheme, a modern logo, dynamic brand animation and Zalando typography designed to be more legible with accessibility in mind. The new visual elements will be gradually rolled out across all channels and media over the coming months.
‘The changes we are introducing today go beyond a mere visual update. Building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a bigger role in our customers‘ lives,’ says Anne Pascual, Senior Vice President of Design, Marketing and Content at Zalando. ‘This evolution is based on trusting everyone’s style and redefining the way our customers connect with fashion and lifestyle. We are excited to announce this evolution with our new Autumn/Winter 2024 campaign, ‘What Should I Wear’, which marks the first step in unveiling our new positioning and refreshed brand identity.’
New feature in Stories on Zalando
In line with the brand’s new positioning and its aim to inspire customers, Zalando is launching a new feature in the ‘Stories’ section on the Zalando website that allows customers to explore the platform through the perspectives of their favourite icons and trendsetters. The feature offers exclusive content and fashion picks from the likes of Linda Tol, Jordan Anderson and Herbert Hofmann. It currently features 5 different protagonists in the 11 markets where Stories on Zalando is available.
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