Zalando bets on self-confidence with new brand identity

Zalando is refreshing its brand identity and launching an autumn-winter campaign featuring celebrities and influencers. The fashion platform aims to become a ‘leading European fashion and lifestyle e-commerce ecosystem’.

Simplifying fashion choices

Actor Willem Dafoe, actress Brigitte Nielsen, model and actor Luka Sabbat and content creator and model Sabrina Bahsoon, better known as #TubeGirl, star in Zalando’s autumn-winter campaign. With the slogan ‘What do I wear?’, the campaign responds to the daily dilemma that everyone recognises: the question of which clothes to put on. The fashion platform simplifies fashion choices and inspires customers to find self-confidence, the message says.

The campaign is the first to feature a refreshed brand identity for Zalando: the logo was modernised and the font was changed to improve accessibility. Alongside these visual changes, the platform has also added a new feature at its inspirational content hub Stories. Customers can explore fashion from the perspective of their favourite influencers, including Linda Tol, Jordan Anderson and Herbert Hofmann. Currently, the platform is already live in 11 markets.