Zalando boosts designer offer, links with NJAL on emerging names

By

Sandra Halliday

Published
Aug 31, 2021

Zalando has been upping its designer credentials in 2021 and has now partnered with Not Just A Label “to offer customers a diverse assortment from emerging designer brands”.

The Zalando Designer segment has already added more than 50 “advanced contemporary and luxury” brands this year, including Missoni, Christopher Kane, 032C and Mansur Gavriel.

And with that, plus the new NJAL link-up, it’s backing its evolution with a just-launched dedicated marketing campaign that’s “championing self-expression and individuality”. It features and was put together by star talent Lachlan Watson, Coco Capitán and Ib Kamara.

The aim of all this is to establish the platform as a “credible, fresh and inclusive partner for luxury and designer brands”, Zalando said. 

The new NJAL deal is an interesting one given the it taps into many consumer priorities at present. NJAL “provides designers a platform to connect with a global audience and encourages designers to produce fashion that is more sustainable and supportive of local communities and artisanal craftsmanship”. That social-and-environmental-good element is what modern consumers say they want in survey after survey.

Zalando said NJAL will bring several emerging brands from diverse backgrounds to Zalando Designer, supporting the e-tail giant’s commitment to “represent diverse brands and founders on its platform”.

Meanwhile, the new marketing campaign invites consumers “into a new world of luxury that is fluid, self-expressive and inclusive”. Directed by Vincent Haycock, photographed by Coco Capitán, styled by Ib Kamara and starring actor Lachlan Watson, the campaign is an interactive digital film experience that “merges the world of TikTok with an interactive and shoppable series called The Life of Liberty.” 

Customers will be able to shop the collections shown in the series in the Zalando Fashion Store. 

The company said the characters in the series “express themselves through luxury and designer fashion, wearing products from the Autumn/Winter 21 Zalando Designer assortment”. It’s a social-first film supported by an integrated campaign including out of home, digital OOH, personalised marketing, PR and owned social media channels. 

It’s being seen in France, Spain, Germany, Austria, Switzerland and the Czech Republic.