ZALANDO
WHAT DO I WEAR?
A new brand positioning for Zalando is built around a simple question: what do I wear?
I translated this into a system, defining how the identity behaves across formats, markets, and moments, laying the foundation for a global rollout.
Featuring Willem Dafoe and Brigitte Nielsen.
A modular identity system where typography, layout, and image treatment work together to scale consistently across markets.
PHOTOGRAPHER
SOPHIE JONES
STYLING
THOMAS WAKEFORD
ART DIRECTION
JULIE MAILLARD
TALENT & CASTING
ANDREAS MENELAOU
EXECUTIVE CREATIVE DIRECTION
LENA SCHAFERS
AGENCY
WIEDEN + KENNEDY
PRODUCTION
PULSE FILMS
IN COLLABORATION WITH
ABOUT KOKOMO
DESIGN DIRECTOR
GINGER BALANGA
CAMPAIGN LEAD
MICHELLE SWEENEY
BRAND DESIGNER
EMMA CHU
BRAND DESIGNER
JOSEPH BOTCHERBY
