Well-known stylist Ib Kamara, photographer Coco Capitán, director Vincent Haycock and actor Lachlan Watson are behind the implementation and final execution of the campaign.
The film, “The Life of Liberty,” tells the double story of Leo and Liberty, both played by American actor Lachlan Watson. As the face of the campaign, * and Watson should attract Gen Z in particular to Zalando Designer. The film is based on two realities and cinematically captures Leo’s daily life and the reality of Liberty on social networks. Both characters express their own style with the help of fashion from the luxurious Zalando Designer section. It is their self-expression, their outfits and interactions that bring to life the main motto of the campaign: “Luxury according to your ideas”.
The film is divided into three episodes, during which it seamlessly integrates TikTok and an interactive portal that allows viewers to immediately view used outfits and collections. Several European filmmakers starring alongside Lachlan * and Watson * and – including French model William Ernult, Spanish actress, artist, modeler and LGBTQI + activist Jedet, Italian actress and stylist Stephanie Glitter and German model and TikTokera Nica Thiema.
“The ‘Luxury According to Your Imagination’ campaign mixes progressive visual aesthetics, narrating Gen Z drama and interactive shopping with the world of TikTok and weaves everything into a common narrative. We had the ambition to create an innovative, distinctive and immersive experience that will present Zalando Designer in an unforgettable way ”, comments on the campaign Natalie Wills, Zalanda’s Chief Marketing Officer. “The campaign further underscores Zalando Designer ‘ambition to become a starting point for Gen’s Millennium Fashion, where they can buy independent, modern and luxury brands that represent their values.”
The campaign will be launched in various formats – from “social-first” digital film directed by Haycock, through the use of photos by Captain in OOH and DOOH, personalized marketing, paid and own channels, on the web, in the application and in own social networks. This 360 ° campaign was created in collaboration with the creative agency Anomaly Berlin and will run for two weeks in Germany, Spain, Italy, France, Austria, Switzerland and the Czech Republic.
The seasonal Designer campaign is part of the broader expansion of Zalando Designer, which includes expansions of more than 50 brands including Missoni, Christopher Kane and 032C, as well as a personalized Zalando Designer experience that seeks to inspire customers and help them discover luxury and lesser-known fashion brands in a given online environment “, he says Anaheta Metghalchi von Berenberg, Buying Director Designer v Zalandu. “With Zalando Designer, we want to support positive change for customers and industry through collaboration and creative content, and with the growing pmore portfolio of more sustainable, diversified and inclusive brands. “
Source: MODA.CZ – Pánská móda, dámská móda a vše ze světa módy by www.moda.cz.
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