‘Their Time’ - exploring the LGBTQIA+ community’s concept of time
‘Their Time’ - exploring the LGBTQIA+ community’s concept of time
An insightful short film on how LGBTQIA+ people from all over Europe navigate progress at a different pace, shaped by historical and personal contexts
An insightful short film on how LGBTQIA+ people from all over Europe navigate progress at a different pace, shaped by historical and personal contexts
Time can be a distorted reality for LGBTQIA+ individuals as it holsters unique challenges for this community. With personal timelines diverging from the expected, they can for instance experience delayed milestones such as 'emotional puberty' or feel a sense of urgency and scarcity of time thanks in part to historical events like the AIDS epidemic. As such, LGBTQIA+ people have come to develop a unique relationship with time.
The campaign project ‘Their Time’ explores this concept and offers an intimate glimpse of unique perspectives of time - how five community members from all over Europe navigate progress at a different pace, shaped by historical and personal contexts and challenges.
The objective for Zalando is to continue our journey toward becoming a more inclusive brand, as we aim to use our platform to amplify and celebrate the culture of our LGBTQIA+ audience, both during Pride month and beyond. The campaign goes beyond fashion, exploring themes such as relationships, sexual awakening, emotional development and transition, emphasising the unique relationship the LGBTQIA+ community has with time.
“As a leading online fashion company in Europe, Zalando is well-positioned to drive social change. Our brand's commitment to diversity and inclusion is central to everything we do. Through campaigns, collaborations, and collections that address known issues, we can challenge stereotypes, biases and binaries in the fashion industry”, explains Eloisa Siclari, Director Brand Initiatives and Communications.
She continues: “Pride is a special cultural moment where we can show this commitment in our campaigns. Building on the Pride initiatives from the two previous years, we continue making LGBTQIA+ community members the heroes of our campaign. Instead of fitting voices into our concept, we've centred the campaign around the diverse members of the LGBTQIA+ community.”
The short film was crafted through a collaboration with Milan-based creative director and fashion journalist Jordan Anderson, known for his influential advocacy within the LGBTQIA+ community. Jordan, founder of the online platform My Queer Blackness, My Black Queerness (MQBMBQ) frequently expresses his exploration of Black queer identity through creative endeavours, making him a significant voice in the community.
Director Jess Kohl, photographer Justin French, and stylist Dogi collaborated to bring the creative vision to life - also showcasing how fashion serves as a vehicle for self-expression and empowerment.
‘Their Time’ tells five thought-provoking stories that explore a question as simple as it is philosophical. Damsel Elysium shows us her sense of time in the present through her experimental sounds as a musical and visual artist. Peter Tatchell reflects on the influence of his 57 years of advocating for LGBTQIA+ rights. Francesco Cicconetti narrates the journey of gender transition in the context of social media. Lola von der Grach discovers the need to cultivate self-love and break free from social rules and norms to be herself through art. And Nella Ngingo finds liberation through modelling and succeeds in inspiring others and fostering community.
We invite you to follow our diverse cast, spanning various ages and experiences, as we dive into their personal journeys with time in this documentary below. More information can be found on our website.
Inspired by the ‘Their Time’ project, Zalando’s LGBTQI+ ERG (Employee Resource Group) asked three employees how their understanding and acceptance of their identities have evolved over time. They talk about coming out to oneself and others, highlighting the struggles faced along the way, as well as celebrating personal achievements and the concept of queer euphoria—moments of joy and empowerment in one's identity. Watch their stories on our career website.
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