Featuring Luc Bruyere, Yann Horowitz, and Yolisa Mqoco, the new Spring Campaign by Zalando will be rolled out across 17 European markets.
Zalando, an online platform for fashion and lifestyle with a significant presence in Europe, has launched its new Spring campaign, Here To Stay, celebrating those who stay true to their beliefs and take a stand for lasting progress. The campaign aims to foster a dialogue on core values such as diversity, inclusion, and women’s empowerment, inspiring and encouraging people around the world to broaden their views on topics such as gender fluidity and body positivity.
Shot by Berlin-based fashion photographer Dan Beleiu, the campaign features a series of real-life pairings. Each image is overlaid with a bold statement, signaling lasting progress — in sync with the highlighted value ‘Here To Stay’. These include sustainability, acceptance, and how humans are better together. The campaign is put forth in line with Zalando’s ambition to contribute to a more inclusive future for everyone.
“This campaign is a celebration of values that are at the core of Zalando, especially diversity and inclusivity. These values and the stories of real people matter a lot to us and allow us to engage with our diverse customers,” said Barbara Daliri, Senior Vice President Sales & Marketing, Zalando.
The campaign film features dancer, actor, model, and diversity and inclusion advocate Luc Bruyere, who has consistently challenged the fashion industry’s ideals; Yann Horowitz, an openly gay skateboarder, and LGBTQI+ activist, and body positivity advocate, Yolisa Mqoco. It is set to an exclusive track written and produced by up and coming queer British rapper Mista Strange, who also features in the film. It is shot by two directors — veteran Terence Neale and Gen Z director Emilie Badenhorst, who were paired together to mirror the open dialogue themes of the campaign.
It will be brought to life across numerous formats: Hero film directed by Neale and Badenhorst, still photography by Beleiu and OOH, DOOH, and owned social channels by the diverse cast of this campaign. The 360° campaign was created in collaboration with creative agency, Anomaly Berlin and will be rolled out across Europe, in all 17 of Zalando’s markets.