Zalando has unveiled its new brand positioning and brand identity through its Autumn/Winter 2024 campaign, What Do I Wear?, which launched on September 8th. This new brand positioning is a significant move towards realising Zalando’s vision of becoming a leading pan-European fashion and lifestyle e-commerce ecosystem. It will serve as the foundation for future campaigns.
Zalando’s new brand positioning centres around the idea of style confidence. It provides a unified framework for an engaging and inspiring shopping experience across all of Zalando’s fashion and lifestyle offerings. The approach is based on extensive research that highlights what matters most to Zalando’s customers: high-quality clothing and brands, a sense of community, staying ahead of trends, and access to inspiring content. In response, Zalando is committed to creating fun, welcoming, and bold experiences that celebrate the diversity of its customers across Europe.
The refreshed brand identity, launched alongside the Autumn/Winter 2024 campaign, includes a vibrant orange color scheme, a modern wordmark, a custom-designed font for better accessibility, and dynamic branded motion to enhance engagement both online and offline. These updates reflect Zalando’s new brand positioning and ensure a seamless and engaging experience across all customer interactions. The new visual elements will be gradually introduced across all Zalando platforms in the coming months.
“The changes we present today go beyond a mere visual update. 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,“ says Anne Pascual, Senior Vice President Design, Marketing and Content at Zalando. “This evolution is all about style confidence and redefining how our customers connect with fashion and lifestyle. We are very excited to showcase this evolution with our new Autumn/Winter 2024 campaign, ‘What Do I Wear?’, marking the first step in presenting our new brand positioning and revamped brand identity”.
The Autumn/Winter 2024 campaign, What Do I Wear?, is the first expression of Zalando’s new brand positioning. The campaign addresses a universal daily dilemma that resonates with all people, no matter their age, location, gender or background — choosing what to wear.
Willem Dafoe
It features a high-profile and diverse cast, including actor Willem Dafoe, model and actress Brigitte Nielsen, model and actor Luka Sabbat, and TikTok creator Sabrina Bahsoon.
Brigitte Nielsen
It emphasises inclusivity and the varied fashion needs of Zalando’s customers. Through the campaign, Zalando wants to showcase how it simplifies fashion decisions and inspires individuals to find style confidence by offering an extensive assortment, inspiring content, and a superior shopping experience. The campaign showcases a wide range of high-quality fashion and lifestyle options, providing tailored inspiration for every fashion decision.
Campaign credits
Zalando:
SVP Design, Marketing and Content: Anne Pascual
Brand Communications & Initiatives: Sara Spännar, Eloisa Siclari, Katharina Oberfeld, Maike de Buhr, Anne Jobes
Creative Direction: Morten Grubak, Lena Schäfers, Julie Maillard, Thomas Wakeford, Matteo Volpini, Verity Charmer
Talent Management: Andreas Menelaou
Production Management: Milena Steinke, Karla Stratmann, Laura Veneklaas
Global Social Media: Kimberley Franquinet, Sytske Donselaar
Brand Design: Teresa Jimenez, Ginger Balanga
Agency Wieden + Kennedy Amsterdam
President: Eleanor Thodey
Chief Creative Officer: Susan Hoffman
Chief Strategy Officer: Nick Docherty
Creative Direction: Susan Hoffman
Art Director: Morgane Lambert
Copywriter: Ana Clé
Account Director: Indira Morton, Angelina Joy
Planning Director: Donna Yan
