German online fashion retailer Zalando has launched its latest campaign for the Autumn/Winter 2024 season.
Helmed by creative agency Wieden+Kennedy Amsterdam, the effort stars Oscar-nominated actor Willem Dafoe in a series of photo and video ads directed by renowned music video director Aube Perrie.
"What Do I Wear?" is the first of six soon-to-be-released spots, where the Spider-Man villain is supported by a diverse cast of major influencers, including Brigitte Nielsen, Luka Sabbat, and Sabrina Bahsoon.
The campaign celebrates individuality, aiming to push consumers to confidently express themselves with the clothes they wear.
Highlighting the diversity and humanity in fashion, the spot asks the audience to consider the story of the outfit as much as its aesthetics.
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According to Anne Pascual, Zalando's SVP of Design, Marketing, and Content, the ad builds on the company's brand equity, taking it to a new level by redefining how customers connect with fashion.
W+K Amsterdam CCO Susan Hoffman also explained that the campaign's ethos lies in the deeply personal and universal aspects of fashion.
Dafoe, who is known for his impeccable style both on and off screen, is the perfect figurehead for the campaign.
The actor shared his thoughts about the campaign, explaining that a person's fashion is a reflection of their thoughts and desires.
"Just as an actor's imagination can be fed by a costume — your clothing choices can inspire you to imagine what you can be…" he concluded.
Complementing the films are a set of distinct posters shot by fashion photographer Sophie Jones.
Each shot captures well-dressed models in relatable, real-world situations like a first kiss, an ex's wedding, or a 60th birthday party.
The campaign will run across OOH in Europe, as well as online, social, and digital OOH internationally.
Together with the campaign is the reveal of Zalando's rebranding efforts, showcasing a refreshed identity and a new positioning as a leading lifestyle and fashion eCommerce ecosystem in Europe.
The new visuals include a vibrant orange theme, a more modern wordmark, and a customized font to improve user experience across its platforms.
Sleek, stylish, and full of fashionable stars, the campaign lends the perfect tone to Zalando looking to redefine its brand voice.
Brands looking to craft a distinct voice could learn from this campaign's use of relevant influencers, good direction, and eye-catching visuals.
Fashion Dilemma
The first spot is a fast-paced 30-second sequence that takes place on a subway train.
A big crowd enters the train and grabs onto the railings, as Sabbat asks himself what to wear to a first date.
More people enter and exit the ride, asking similar questions like, "What do I wear to get a damn seat?"
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Nielsen asks to herself, "What do I wear to get some of that?" in response to seeing a young couple kissing.
Finally, the crowd watches as Dafoe walks down the length of the train, dressed in the exact outfit that Sabbat is looking at on his phone.
The spot ends with the actor giving the young man a sly smirk as he peels an orange.
Earlier in July, Dafoe also starred in a huge campaign by Nike that also featured LeBron James and Serena Williams.
Editing by Katherine 'Makkie' Maclang
