BERLIN, MAY 13, 2019 // This season, Zalando focuses its summer 2019 campaign on the liberating philosophy to “dress for yourself, nobody else."
The 360° campaign features men, women and children, all celebrating their personal sense of style; free from the worries of what other people might think of them. The concept ties into Zalando’s objective of having Europe’s broadest fashion assortment, giving customers the freedom to express themselves. The trends stretch from "stripes for yourself, nobody else" to "animal print for yourself, nobody else." Zalando caters to any and every style, regardless of size, age or gender.
The TV commercial cast embraces the fun side of fashion by dressing for themselves, owning their individual style with a confident carefree attitude. The commercial features key social media influencers, such as Florence Given and Naomi Shimada, who both live by the summer philosophy to “dress for themselves and nobody else."
The film was directed by award winning commercial, feature film, TV and documentary director, Mark Albiston and was produced by Sweetshop. Many of Mark’s short films gained international recognition at the Cannes and Sundance film festivals. Mark has built his reputation on a body of work that focuses on character and emotion, drawing out raw and authentic performances. In the Zalando summer film, we follow the characters as they unleash their individual summer style across a chic beach setting. From scene to scene, they dance free from surrounding judgement to the track ‘ANXT’ by up-and-coming Canadian band, Random Recipe, who tour Europe this year. As the cast members celebrate their style, their outfits magically transform from scene to scene.
Print for the campaign was shot by esteemed photographer, Laura Coulson. Laura is known for her ability to beautifully capture natural and authentic moments in time, which worked perfectly for a campaign showcasing people who are "dressing for themselves, nobody else." Her previous clients include Hermès, Burberry, Nike, Vogue, i-D, Dazed & Nowness.
“Dress for yourself, nobody else” goes live across TVC, OOH and Digital on May 13, 2019 and on Zalando across app, mobile and desktop.
Notes to Editors
TV Director: Mark Albiston
Stills-Photographer : Laura Coulson
Social Director: Stella Asia Consonni
Production: Sweetshop / Palma Pictures
TV Post Production: MPC
Campaign Stylist: Max Clark
TV Stylists: Max Clark and Kate Ruth
Creative Agency: Mother London
Music: ANXT by Random Recipe
Director Marketing Strategy & Campaign: Jonathan Ng
Lead Account Management: Darius Gross
Account Management: Dagmara Reczka, Mona Adel & Linnea Soedergran
Head of Campaign Management: Marie Frickel
Lead Campaign Management: Louisa Goltz
Campaign Management: Rustam Kushaev