With this summer campaign ’19, Zalando rejects prejudice and encourages people to dress for themselves and for no one else. “Dress for yourself, nobody else” is the liberating philosophy that the campaign for this season focuses on.
The 360 ° campaign shows men, women and children, who all celebrate their personal sense of style, carefree and carefree about what others might think of them. The concept is in line with Zalando’s goal to give customers the freedom to express themselves with Europe’s widest fashion range. The trends vary from “stripes for yourself and for nobody else” to “animal print for yourself and for nobody else”. Zalando meets every style, regardless of size, age or gender.
The video was directed by award-winning commercial, feature film, TV and documentary director Mark Albiston, while Sweetshop took on the production. Several short films by Mark have achieved international recognition at the Cannes and Sundance film festivals. Mark has built his reputation with an oeuvre that focuses on character and emotion, which radiates in raw and authentic performances. In the video, we follow the characters as they unleash their individual summer style in a chic vacation environment. They dance from scene to scene, free from any judgment, on the song ‘ANXT’ from the upcoming Canadian band, ‘Random Recipe’, which is touring through Europe this year. As they celebrate their style, their outfits magically change from scene to scene.
“Dress for yourself, nobody else” – Zalando
The photos of the campaign were made by the respected photographer Laura Coulson. Laura is known for her ability to beautifully capture natural and authentic moments, and this worked perfectly for a campaign that shows people who feel free in what they wear. Her previous clients were Hermès, Burberry, Nike, Vogue, i-D, Dazed and Nowness.
Here’s a look into the Zalando’s ‘Dress for yourself, nobody else’ campaign.