- The campaign, featuring Willem Dafoe, Brigitte Nielsen, Luka Sabbat, and Sabrina Bahsoon, highlights Zalando’s commitment to helping customers discover and embrace their personal style with confidence.
- It marks the first public presentation of Zalando’s new brand identity, representing a significant step toward the company’s vision of becoming a leading pan-European e-commerce ecosystem for fashion and lifestyle.
BERLIN, September 9, 2024 // Zalando, one of Europe’s leading fashion and lifestyle platforms, unveils a bold new brand identity through the launch of the captivating campaign “What Do I Wear?”. Launched on September 8, the Fall/Winter 2024 campaign features a renowned cast, including acclaimed actor Willem Dafoe, model and actress Brigitte Nielsen, actor and model Luka Sabbat, and content creator and model Sabrina Bahsoon, also known as #TubeGirl.
Zalando Launches the Fall/Winter 2024 Campaign
The bold and playful “What Do I Wear?” campaign focuses on style confidence and highlights the universal daily experience that everyone can relate to, regardless of age, location, or gender – the common dilemma of deciding what to wear. Set against the vibrant backdrop of a bustling subway, the campaign captures the dynamic intersection of different lives, backgrounds, style preferences, and aspirations, showcasing that fashion resonates with everyone, no matter their destination. Through this campaign, Zalando aims to highlight how it simplifies fashion decisions and inspires people to find their confidence in style, offering a wide range of products, inspirational content, and an elevated shopping experience.
Willem Dafoe says: “‘What do I wear?’ – a question we all ask ourselves, one that connects us. The same question, but different answers. Some of us are extroverts, others introverts. We express ourselves through what we wear. When what you choose to wear aligns with your curiosities, goals, identity, desires, and aesthetics, you feel confident and calm in interactions with others and in facing the world. Just as an actor’s imagination can be nourished by a costume – your clothing choices can inspire you to imagine who you can become.”
Brigitte Nielsen says: “It was a joy to collaborate with Zalando on this campaign. The daily ritual of asking yourself ‘What do I wear?’ is universal yet deeply personal. Fashion has always been a way for me to express emotions and stay true to myself. Zalando’s range of styles has something for everyone, allowing people to find what makes them feel confident and beautiful, regardless of age, size, or anything else.”
The campaign was created in collaboration with photographer Sophie Jones, director Aube Perrie, and the agency Wieden+Kennedy Amsterdam.
A Renewed Brand Identity
The Fall/Winter 2024 campaign marks the first public presentation of Zalando’s new brand identity, representing a significant step in the company’s vision to become the lifestyle partner that helps customers make confident fashion choices every day. This aligns with Zalando Group’s new strategy, launched earlier this year, focusing on quality, lifestyle, and inspiration.
“The changes we present today go beyond a mere visual update. Building on the strong brand equity and recognition that Zalando has developed over the years, we are transforming the brand to play a more significant role in our customers’ lives,” says Anne Pascual, Senior Vice President of Design, Marketing, and Content at Zalando. “This evolution focuses on style confidence and redefining how our customers connect with fashion and lifestyle. We are thrilled to introduce this evolution through our new Fall/Winter 2024 campaign, ‘What Do I Wear?’, marking the first step in showcasing our new brand positioning and refreshed brand identity.”
The new visual identity introduced with the Fall/Winter 2024 campaign includes intensified orange color schemes, a modern logo, dynamic brand movements, and a custom Zalando font designed to be more readable and accessible. The new visual elements will be gradually rolled out across all touchpoints in the coming months.
The campaign hub is available at zalando.com/link.