Zalando and Anomaly's spring campaign celebrates diversity
Online retailer Zalando unveiled "Here to Stay" on Monday. The spring campaign was realized in collaboration with Anomaly Berlin and celebrates all those people who stand by their convictions and work for lasting progress. The campaign aims to promote dialogue about core values such as diversity, inclusion and the advancement of women.
The "Here to Stay" campaign is designed to give people a stage with their stories and values, the online retailer writes in a statement. Berlin-based fashion photographer Dan Beleiu portrays real couples who embody shared values. On each motif, the focus is placed on the statement "Here to Stay" in addition to a shared value. This is intended to signal that the values depicted, "Acceptance," "Sustainability" and "Better Together," are in a state of permanent progress. The campaign is in line with Zalando's ambition to contribute to a more inclusive future for all, the statement added.
"This campaign celebrates social values that play an important role for Zalando - especially diversity and inclusion," Barbara Daliri, SVP Sales & Marketing at Zalando, is quoted as saying in the release. "The values and stories of real people mean a lot to us and enable us to interact with diverse customers*. Our values are critical to who we are and how we operate. Zalando actively supports an inclusive corporate culture. Last year, the 'Do.Better' Diversity and Inclusion Report was published, outlining our long-term commitment to positive change. The spring campaign once again underpins our goal to become the first place to go for fashion for everyone."
Hero movie challenges fashion world
The stills are accompanied by a hero film featuring international diversity and inclusion activists. For example, dancer, actor, model and inclusion advocate Luc Bruyere continuously challenges the ideals of the fashion world. Also featured is Yann Horowitz, a skateboarder who has publicly come out and is an LGBTQI+ activist, and body positivity ambassador Yolisa Mqoco.
The film features an exclusive track by British Pride rapper Mista Strange, who can be seen in the video himself. The video was staged by directors Terence Neale and Emilie Badenhorst, who want to initiate open dialogue with the film.
The 360° campaign is played across various formats on diverse channels: In the hero film by Neale and Badenhorst, in stills by Beleiu for OOH and DOOH, as well as on the protagonists* own social media channels. It was created in collaboration with Anomaly Berlin and will be seen in all 17 Zalando stores in Europe.
