Mother's first work for the brand is directed by Sweetshop's Mark Albiston
The latest campaign for Zalando takes on the judgement of the summer season by encouraging people to ‘dress for yourself, nobody else’. The campaign is born out of the insight that whilst summer is the season where we should feel most free, external pressures and unrealistic standards can inhibit this freedom. So far from feeling our boldest, brightest self, we start to question everything: what we wear, how we wear it, how we look and even our own sense of self.
The integrated campaign created by Mother for Zalando, inspires people to ignore the many external pressures and standards - instead choosing to dress only for themselves.
The campaign features men, women and children, all celebrating their personal sense of style, free from the worries of what other people may think. It brings to life Zalando’s objective - having Europe’s broadest fashion selection - truly giving customers the option to express themselves, from ‘florals for yourself, nobody else’ to ‘animal print for yourself, nobody else’. Zalando caters to any and every style, regardless of size, age or gender.
The film, directed by Mark Albiston and produced by Sweetshop, follows the characters as they unleash their individual summer style across a chic beach setting. From scene to scene, they dance free of surrounding judgement to the track ANXT by up-and-coming Canadian band Random Recipe, who are touring Europe this year. As they celebrate their style, their outfits magically transform from scene to scene. Print for the campaign was shot by Laura Coulson known for her ability to beautifully capture natural and authentic moments in time, which worked perfectly for a campaign showcasing people who are “dressing for themselves, nobody else. Whilst our social film and gifs were shot by Stella Asia Consonni who joyously captured the liberating feeling summer gives us all.
‘Dress for yourself, nobody else’ goes live across TV, OOH and digital on 13th May 2019, and on Zalando across app, mobile and desktop for 17 European countries. To complement the traditional media channels, Zalando have also collaborated with key social media influencers, such as Florence Given and Naomi Shimada, who are living proof of the philosophy to ‘dress for themselves and nobody else’.
Martin Rose, creative director at Mother, commented: “Whether you’re rocking triple denim on the beach or a neon bum bag around the pool, there’ll always be somebody who doesn’t approve. Especially in an age of social media, we end up chasing approval and validation. But when we worry less about the judgement of others, something really powerful happens: we feel liberated to live in the moment. Our summer campaign with Zalando encourages people to cast aside their worries and to simply ‘dress for yourself, nobody else’.”
ANXT by Random Recipe
Post Production / VFX
Post Production Company:
Sweetshop / Palma Pictures
Stella Asia Consonni
Max Clark (Campaign), Max Clark and Kate Ruth (TV)
Retail and Restaurants
Fashion & Beauty