What Do I Wear?
Celebrating the democratic and diverse side of fashion
We unveiled Zalando’s refreshed brand positioning with an AW ’24 campaign celebrating the democratic, diverse, and human aspects of fashion, by posing a question that unites us all regardless of taste, age, location, gender, or background: “What Do I Wear?”.
Traditionally, fashion campaigns have prioritized aesthetics over substance, but with the introduction of “What Do I Wear?” we aimed to change that, by leading with style, confidence and storytelling. This is the first expression of Zalando’s brand positioning centered around the idea of style confidence, and is designed to grow and evolve, tapping into the collection experience of fashion.
Directed by renowned music video artist Aube Perrie, the campaign features a series of 6 films set in the city metro – a place where all humanity converges. The hero 30-second film underscores the universality of “What Do I Wear?” depicting people from all walks of life including actor Willem Dafoe, model and actress Brigitte Nielsen, model and actor Luka Sabbat, and TikTok creator Sabrina Bahsoon.
The five subsequent 15-second films give us a further peek into the character’s backstories, each prompted by variations of this universal query – such as “What do I wear to visit my grandma?” or “What do I wear to show respect?”.
“What do I wear" - a question we all ask ourselves that links us. Same question, different answers. Some of us are extroverts, some are introverts. We are expressing ourselves with what we wear. When what you choose to wear aligns with your curiosities, aims, identity, desires, aesthetics, you feel confident and calm in your dealing with others and facing the world. Just as an actor’s imagination can be fed by a costume - your clothing choices can inspire you to imagine what you can be…”
- Willem Dafoe
Accompanying the films is a striking series of posters shot by Sophie Jones which were placed across Europe in multiple out-of-home locations. These visuals showcase these characters engaged in relatable yet cheeky scenarios – such as a first kiss, attending an ex-boyfriend’s wedding, or celebrating a 60th birthday – each prompting the question, “What Do I Wear?”.
