Society diversity

Zalando launches spring campaign to salute the company’s champions and celebrate their values

Zalando, Europe A leading online platform for fashion and lifestyle, today launches its new “Here to Stay” campaign, celebrating those who stay true to their beliefs and take a stand for sustainable progress. The campaign aims to foster a dialogue on core values ​​such as diversity and inclusion and the empowerment of women, which inspire and encourage people around the world to broaden their perspectives on topics such as gender fluidity. and body positivity.

Launch on March 21st, the Here to Stay marketing initiative gives people, their values ​​and their stories a stage. Shot by Berlinfashion photographer Dan Beleiu, the campaign presents a series of still images with real pairings representing an open dialogue about a shared value different and relevant to the protagonists presented. Each image is covered with a bold statement signaling lasting progress on the highlighted value is “Here to stay”; including “Sustainability. Here to stay ‘,’ Acceptance. Here to stay ‘and’ Better together. Here to stay ‘. The campaign is part of Zalando’s ambition to contribute to a more inclusive future for all.

“This campaign is a celebration of the values ​​that are at the heart of Zalando, specifically embracing diversity and inclusiveness. These values ​​and the stories of real people mean a lot to us and allow us to engage with our diverse clients,” Barbara Daliri , Zalando’s Senior Vice President Sales & Marketing, comments: “Our values ​​are intrinsic to who we are and how we work: Zalando actively supports an inclusive corporate culture with employees from 130 countries. Last year we released the do.BETTER Diversity and Inclusion Report, outlining our long-term commitment to change to our employees, partners and customers. This spring initiative further underscores our ambition to be the starting point for fashion for all. “

Accompanying the stills is a touching and vibrant hero film featuring global actors including a dancer, actor, model and advocate for diversity and inclusion. Luc Bruyère, who has consistently challenged the ideals of the fashion industry; Yann Horowitz, an openly gay skateboarder and LGBTQI + activist, and body positivity advocate, Yolisa Mqoco. The hero film is set to an exclusive track written and produced by the up-and-coming queer British rapper Strange mist which also appears in the film. It is shot by two directors, veterans Terence neale and Director of Generation Z Emilie Badenhorst, which were paired to reflect the campaign’s open dialogue themes.

The campaign will come to life in many formats: from the heroic film directed by Neale and Badenhorst, to the photographs of Beleiu and OOH, DOOH and to the social networks owned by the diverse cast of this campaign. The 360 ​​° campaign was created in collaboration with the creative agency Anomaly Berlin and will be deployed through Europe, in the 17 markets of Zalando.

#Here to stay


Notes to Editors:

* All images and video content were shot in accordance with government guidelines on COVID-19, specific to each country at the time of capture. All security measures have been put in place at all filming locations around the world to ensure that every person featured follows COVID security measures.

About Zalando:

Zalando is Europe leading online platform for fashion and lifestyle. Founded in Berlin in 2008, we bring head-to-toe style to over 38 million active customers in 17 markets, offering apparel, footwear, accessories and beauty products. The assortment of international brands ranges from world famous names to local labels. Our platform is a unique fashion destination for inspiration, innovation and interaction. As Europe The hottest tech company, we work hard to find digital solutions for every aspect of the fashion journey: our customers, our partners and every valuable player in Zalando’s history. Our aim is to be the starting point of fashion and a sustainable platform with a net positive impact on people and the planet.

Instagram: @Zalando @zalando_beauty @zalando_man

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