Zalando: Dress For Yourself, Nobody Else

The latest campaign for Zalando takes on the judgement of the summer season by encouraging people to 'dress for yourself, nobody else'. The campaign is born out of the insight that whilst summer is the season where we should feel most free, external pressures and unrealistic standards can inhibit this freedom. So far from feeling our boldest, brightest self, we start to question everything: what we wear, how we wear it, how we look and even our own sense of self. The integrated campaign created by Mother for Zalando, inspires people to ignore the many external pressures and standards - instead choosing to dress only for themselves. The campaign features men, women and children, all celebrating their personal sense of style, free from the worries of what other people may think. It brings to life Zalando’s objective - having Europe’s broadest fashion selection - truly giving customers the option to express themselves, from ‘florals for yourself, nobody else’ to ‘animal print for yourself, nobody else’. Zalando caters to any and every style, regardless of size, age or gender. The film, directed by Mark Albiston and produced by Sweetshop, follows the characters as they unleash their individual summer style across a chic beach setting. From scene to scene, they dance free of surrounding judgement to the track ANXT by up-and-coming Canadian band Random Recipe, who are touring Europe this year. As they celebrate their style, their outfits magically transform from scene to scene. Print for the campaign was shot by Laura Coulson known for her ability to beautifully capture natural and authentic moments in time, which worked perfectly for a campaign showcasing people who are “dressing for themselves, nobody else. Whilst our social film and gifs were shot by Stella Asia Consonni who joyously captured the liberating feeling summer gives us all.