With the current spring campaign, Zalando wants to celebrate all those “heroes of society” who “stand by their convictions and are committed to lasting progress,” writes the online fashion retailer in the relevant announcement at the start of the promotion. Under the title “Here to stay” – here to stay – the focus is placed on people who live body positivity and their own (gender) identity.
A dialogue about core values
The campaign aims to initiate and promote dialogue on topics such as diversity, inclusion and the advancement of women – values that Zalando wants to be understood as fundamental values of society. The group itself is already living an active and inclusive corporate culture; among other things, a report on its own inclusive corporate culture was published for the first time in 2020.
In addition, there is another intention of the group: “The spring campaign underpins our goal once again to become the first point of contact for fashion for everyone,” explains Barbara Daliri, who was responsible for the campaign as the sales & marketing manager. The fact that she left the company on time for the start of the campaign and that her position was filled with two men and one woman made the message on the advancement of women in particular appear somewhat questionable (we reported).
Nevertheless, Zalando got a lot of support for the campaign: international pioneers for diversity & inclusion accompanied the work. The party includes dancers, actors, model Luc Bruyere, who has long been campaigning for inclusion in the fashion world, the skateboarder and LGBTQI + activist Yann Horwitz and body positivity ambassador Yolisa Mqoco. The music of the commercial comes from the British Pride rapper Mista Strange, he can also be seen in the video. The promotion is running in all 17 markets in Europe in which the company is active, in multiple formats and channels. Zalando’s “Here to Stay” campaign – our video of the week:
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