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Zalando, a leading European destination for fashion and lifestyle, announces the launch of its new brand positioning with the Autumn/Winter ‘24 campaign, “What Do I Wear?”. Developed by Wieden+Kennedy Amsterdam, this innovative campaign seeks to simplify fashion choices and inspire individuals to embrace their unique style with confidence. By celebrating the democratic, diverse, and human aspects of fashion, Zalando aims to show how this universal yet deeply personal question unites people around the world.

Traditionally, fashion campaigns have often prioritized aesthetics over substance. With the introduction of “What Do I Wear?” Zalando prioritizes style, confidence and storytelling. The campaign is the first expression of Zalando’s new brand positioning centered around the idea of style confidence and is designed to grow and evolve, tapping into the collective experience of fashion. As a leading online fashion destination in Europe, Zalando offers an inspiring range of styles for all fashion enthusiasts—regardless of taste, age, location, gender, or background. At the heart of it all is a question that unites us all: "What Do I Wear?"

Building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a greater role in our customers’ lives,“ said Anne Pascual, senior vice president design, marketing and content at Zalando. “This evolution is all about style confidence and redefining how our customers connect with fashion and lifestyle. We are very excited to showcase this evolution with our new Autumn/Winter 2024 campaign, 'What Do I Wear?', marking the first step in presenting our new brand positioning and revamped brand identity”.

The campaign, directed by renowned music video artist , features a series of six films set against the backdrop of a metro, a place where humanity converges. The hero 30-second film underscores the universality of "What Do I Wear?" showcasing a diverse cast, including actor Willem Dafoe, model and actress Brigitte Nielsen, model and actor Luka Sabbat, and TikTok creator Sabrina Bahsoon.

“We found a very rare thing – an insight both deeply personal and universal. So we had to build a brand platform around it. All of humanity and fashion live inside the question “What do I wear?”. This gives Zalando the opportunity to keep bringing meaning to that question for the years to come.” said Susan Hoffman, CCO of W+K Amsterdam.

The five subsequent 15-second films delve into the personal stories of the characters, 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?"

Willem Dafoe said, “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…”

Brigitte Nielsen added, “It’s been a joy to collaborate with Zalando on this campaign. The daily ritual of asking, ‘What do I wear?’ is universal, but deeply personal. Fashion has always been a way for me to express my emotions and stay true to myself. Zalando’s range of styles offers something for everyone, allowing people to find what makes them feel confident and beautiful, regardless of age, size or anything else.”

Accompanying the films is a striking series of posters shot by , showcasing 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?”. These visuals will be placed across Europe in multiple out-of-home locations, and the campaign will launch across online, social and in digital out-of-home locations from 8th September.