Streetwear SS19
The campaign plays with contrasts, juxtapositions, and shifting perspectives. This shows how streetwear is all in the eye of the beholder; it is all up to you what you want to express or not.
ZALANDO STREETWEAR SS19
The Insight
Streetwear is always about following the next trend, but sometimes, to not follow is the wiser choice. With our concept “It’s what you do. Or Don’t”, we invite the audience to believe in their own style choices.
The Story/Idea
In a series of stylish urban films and ads, photographer Vitali Gelwich & director Daniel Wårdh, tell the story of a group of charismatic streetwear personalities in unexpected situations and showing the power of standing for your style.
The Execution
We present many topics considered a “must-do”
in streetwear and using the copy and situations
to challenge that, giving our protagonists the
freedom to reject these rules and create their own.
Campaign Film
Casting
Linnea Öhlund, street savvy model off duty look, and the master of over the top mixing and matching.
Jean-Jacques N’djoli with his irreplaceable Instagram profile and an impeccable sense of style.
Joël Kurasinski, a rapper with street credibility and a social influencer from Valencia.
Dilan Kolkilic, Berlin street fashionista and sneaker collector.
Campaign Stills
Personal Stories
Onsite IMAGES
Social Media Content
Interviews
Zalando Creative In-House
Concept & Art Direction: GLAZIONE ROCHA
Concept & Copywriting: SAMUEL BAKOWSKI
Campaign Managers: AMY JAYNE ROBINSON & MARCUS RIGGS
Account Manager: SANDRA LOCHE & LINNÉA SÖDERGRAN
