What do I wear? It’s a question that resonates with everyone. Even Hollywood stars, Willem Dafoe, Brigitte Nielsen and Luka Sabbat, and TikTok sensation, Sabrina Bahsoon, grapple with it. Reassuringly, Zalando solves the dilemma for them. It can surely solve it for everyone. The campaign is unusual for a fashion brand. These tend to focus more on image than problem-solving, and certainly not the pragmatic task of solving fashion choices. Nor do they often use humour.
What Do I Wear?, Zalando’s autumn/winter ’24 campaign, is also the first step in a new brand positioning and revamped brand identity for Zalando.
“Building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a greater role in our customers’ lives,” stated Zalando senior VP of design, marketing and content, Anne Pascual.
The hero commercial, directed by music video artist, Aube Peerie, will be supported by out-of-home, social media and online, plus five15-second films featuring characters from the main work, answering universal questions such as, “What do I wear to visit my grandma?” and “What do I wear to show respect?”
Wieden + Kennedy Amsterdam CCO, Susan Hoffman, commented, “We found a very rare thing – an insight both deeply personal and universal.
So we had to build a brand platform around it. All of humanity and fashion live inside the question ‘What do I wear?’. This gives Zalando the opportunity to keep bringing meaning to that question for the years to come.”
The campaign’s posters, shot by Sophie Jones, feature characters engaged in relatable scenarios such as a first kiss, attending an ex-boyfriend’s wedding or celebrating a 60th birthday.
Credits
Client: Zalando
Vice-President Creative Direction: Morten Grubak
Global Marketing Director: Eloisa Siclari
Head of Global Creative Direction: Lena Scheifers
Senior Art Director: Julie Maillard
Global Styling & Visual Merchandising Lead: Thomas Wakeford
Global Styling & Visual Merchandising Manager: Matteo Volpini
Global Head of Casting & Talent: Andreas Menelaou
Brand Comms & Global Marketing Lead: Katharina Oberfeld
Global Brand Communication Manager: Maike De Buhr
Senior Global Marketing Production Manager: Karla Stratmann
Global Social Media Lead: Kimberley Franquinet
Team Lead Global Design: Ginger Balanga
Team Lead & Head Of Design: Michelle Sweeney
Creative Agency: Wieden+Kennedy Amsterdam
President: Eleanor Thodey
Chief Creative Officer: Susan Hoffman
Creative Director: Susan Hoffman
Creative Leads: Anyaa Dev & Ane Santiago Quintas
Art Director: Morgane Lambert
Copywriter: Ana Clé
Head of Production: Jaime Tan, Richard Adkins
TV Producer: Tom Dean
Associate Producer: Salma Daoud
Art Buyer: Mimi Gray
Print Producer: Fiona Lamont
Chief Strategy Officer: Nick Docherty
Planning Director: Donna Yan
Head of Comms Planning: Elsa Stahura
Group Account Director: Agathe Derrstroff
Account Director: Indira Morton, Angelina Joy
Account Manager: Stephanie Loucas
Senior Design Manager: Joe Favre
Head of Business Affairs: Michael Graves
Business Affairs Manager: Fiona Fan
Production Company: Pulse Films
Director: Aube Perrie
Director of Photography: Christopher Ripley
Producer: Joseph Goldman @ Twohappy
Executive Producer: Laura Clayton
Service Production Company: Solent
Service Producer: Tihomira Temelkova
Stylist: Elena Mottola
Editor: Gwen Ghelid
Audio Post Company: 750mph
Sound Designer: Mark Hellaby
Sound Producer: Aishah Amodu
Music Company: Tracks And Fields
Music: Bomfunk MCS by Freestyler
