Words by Tanya Grimson
March 11th, 2019
Zalando might be a relatively new addition to the digital landscape in Ireland, despite officially launching its .ie site last summer, but the German e-commerce site is a household name in the rest of the world, currently serving over 17 European markets, making it the largest online fashion and lifestyle platform in Europe.
To prove their prowess and to celebrate the new SS19 collection, they have teamed up with Grammy nominee music video and Italian film director, Marco Prestini, to direct their campaign that revolves around a game of Chinese whispers, filmed in various locations in LA. The campaign showcases the breadth and range of brands that Zalando has (over 2000 of them!) from high street regulars we know and already love, to lesser-known but equally worth knowing labels and premium designer brands that you would expect on the likes of Net-a-Porter or Matches Fashion.
The highly stylized 360° ‘Stand by Your Style’ campaign focuses on the celebration of diversity and inclusivity, as Zalando aim to cater to everyone regardless of size, age or gender. It is an unapologetic applause to being unique — a message of encouragement to own your style no matter what that is. Each image from the photographic campaign is entitled ‘Too Flashy’, ‘Too Denim’, ‘Too Red’, or ‘Too Floral’, asking us to consider the notion of what is too much in fashion? Who sets the rules? And, why should we follow them?
The campaign, and the messaging of #StandByYourStyle, is never more relatable than in current society, where too often we are criticised for being ‘too stylish’, ‘not stylish enough’, ‘too out there/flashy’, illustrating that we cannot please everyone, so why try? The ‘Too Much’ titles are a parody on that sentiment, encouraging us to dress as we like, go all out, mix and match, wear head to toe colour, but ultimately dress for yourself and dress in what makes you happy, not anyone else. This is a message that Zalando can easily boast as it hosts over 2000 brands, making the styling possibilities endless with all of our favourite brands and some yet to be discovered under one roof.
I would advise downloading the app, adding items to your wishlist and making use of the special algorithm which recommends pieces based on what you have shown an interest in. Take the time to get acquainted with Scandinavian spelled names in the list of brands as you could stumble on some of the coolest Scandi-labels that won’t find anywhere else; these labels also offer individual and unusual pieces that you won’t run the risk of wearing the same thing as your friend/colleague/wedding guest simply because you all shopped in Zara.
To view the TV ad scroll below.
Production: DIVISION Paris
Director: Marco Prestini
Executive Producer: Jules de Chateleux
Producer: Aurelie Bruneau
Director of Photography: Benoit Soler
Post Production: Mathematique Paris & SLGH Berlin
Editor: Tianès Montasser & Andi Pek
Colourist: Mathieu Caplanne
Music: Supreme Music Berlin
For more information and to see the full Zalando range, click here.
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