Zalando

How to buck the trends

Zalando had a reputation for being the place for edgy, trendy fashion.

But many customers loved the classics, the tried-and-tested, the timeless styles.

We needed to remind them that we loved those, too.

So, we created a new category on the online store: Classics.

And a social and OOH campaign that showed why Classics were classics.

A nod to the heritage of iconic pieces, their place in the culture, and the people who’ve embraced them through the ages.