Celebrating 10 Years of Zalando

Zalando SE ZMS Campaign

This year, Zalando turned 10 and celebrated our birthday with incredible brand collaborations.

Celebrating Our 10th Birthday with Extraordinary Collaborations

Zalando SE 10 Years

Zalando has come a long way in the last decade – thanks to our customers and to you, our brand partners.

We wanted to put our partnerships at the heart of our 10 Years campaign to celebrate our joint success over the last decade and further highlight our fashion competence to drive consumer engagement.

The campaign featured brand partners on TV, digital, out-of-home, and on Zalando – and it reached more than 100 million unique users on Zalando across 17 European markets with more than 2.5 billion media impressions.

Additionally, customers were able to discover many limited and exclusive styles from more than 100 brands. The concept was developed and produced by our creative.lab, the creative unit within Zalando Marketing Services (ZMS), in close alignment with the Fashion Store.

Calvin Klein Jeans Brought New Faces

Zalando SE 10 Years Calvin Klein


Kaia and Presley Gerber kicked off the campaign wearing the exclusive Calvin Klein Jeans collection. The visual starting point of the campaign was a white box, representing the emotional connection of the audience to the Zalando box-opening moment of excitement, then reverted back to when Arizona Muse spoke directly into the camera for the “Are you Ready” campaign in 2015.

PUMA Brought an Old Friend


Two weeks later, PUMA took over the store to showcase its exclusive Zalando collection. PUMA ambassador Cara Delevingne isn’t new to Zalando. In 2015, she was the face of the famous Topshop x Zalando “Wherever you are” campaign.

Mango Brought the #Mangogirls


Paying tribute to Zalando’s international footprint, the Mango x Zalando collaboration featured influencers from four different European countries: The “Mangogirls” Diletta Bonaiuti (Italy), Pernille Teisbaek (Denmark), Blanca Miro (Spain), and Maja Wyh (Germany) presented exclusive styles.

In addition to the collaborations with Calvin Klein Jeans, PUMA and Mango, three digital campaigns for MAC Cosmetics, Vans and J. Crew complemented the birthday offering:

The exclusive capsule collection from Vans was promoted on Zalando’s digital touchpoints. The campaign generated sales, impact, and brand awareness amongst the European male target group. It built an authentic connection between the brand and its audience.
US premium brand J. Crew designed an exclusive collection to build awareness within the European market. The #MyCrew campaign centered around the concept of modern families: being traditional, diverse, relatives or friends. It captured the stories of four real-life crews and used storytelling and targeting to invite customers to meet our crews and think about their own.
For MAC Cosmetics, the creative.lab developed a digital campaign for the German market. The campaign fused MAC’s loud and proud DNA with Zalando’s signature spark – plus an extra hit of humor. The collaboration featured an exclusive mini lipstick kit with a simple, direct, and provocative message: Try me! And our customers followed the advice immediately. The exclusive lipsticks were sold out in six hours.

The Result: 100,000+ New Customers


With our unique combination of exclusive assortment, large-scale media coverage, and the digital Zalando ecosystem, we were able to reach more than 100 million customers across all our European markets and created over 90 million campaign engagements. The data-driven media approach enabled targeted fashion advice and personalized inspiration, resulting in more than 100,000 newly acquired customers for our partner brands, while improving buying frequencies.

The video material alone was viewed more than 80 million times and ranked on the YouTube top performing ads leaderboard.

A huge thank you to everyone involved in this success story. We are already looking forward to more collaborative campaign concepts in 2019!

Ready to Collaborate?

Contact us at clab.brand-request@zalando.de