Zalando has unveiled its new brand positioning and brand identity along with its Fall/Winter 2024 campaign titled “What do I wear?” The campaign with a top-class star cast consisting of actor Willem Dafoe, model and actress Brigitte Nielsen, actor Luka Sabbat and content creator Sabrina Bahsoo, also known as #TubeGirl, celebrated its premiere on September 8th.
Zalando presents a new autumn-winter campaign
The entertaining campaign is all about style awareness and the question that customers ask themselves every day, regardless of age, origin or gender: “What should I wear?” Against a vibrant city backdrop, you can see how different people with different lifestyles, experiences and fashion desires come together. Through the campaign, Zalando wants to show how a curated range, creative content and a comfortable and safe shopping experience can simplify fashion decisions and inspire people to find their individual sense of style.
Willem Dafoe says: “‘What do I wear?’ – we are all connected by this one question that we ask ourselves every day. Although the question is always the same, the answers are always different. Some of us are extroverted, others are more introverted. We show who we are with our clothes. When what we wear expresses our personality, our preferences and our aesthetics, we feel confident in our interactions with those around us and our environment. Just as a costume can inspire an actor’s imagination, we can also use our clothes to inspire us to become the person we want to be.”
Brigitte Nielsen says: “Working with Zalando on the campaign was a lot of fun. The daily question ‚What do I wear?‘ is as universal as it is personal. Fashion has always been a way for me to express my feelings and authentically show who I am. The Zalando range offers something for everyone and enables everyone to feel confident and beautiful, regardless of age or clothing size.”
