Zalando launches new pan-European streetwear campaign
Fashion e-tail giant Zalando has unveiled its latest campaign. Called Go Noticed, it aims to “highlight the unique personal style that is at the heart of street culture. The concept is based on the heritage of streetwear, born from individuality, creativity and flair.”
It features talent from across Europe including actor and singer Aron Piper, musical artists Yendry and Żabson, French rapper Chilla, and dance group Let It Happen.
The campaign will be seen in various formats, including OOH, DOOH, personalised marketing, social paid & owned, on-site, app and owned social channels. It will run for up to 12 weeks in France, the Netherlands, Belgium, Poland, the Czech Republic, Switzerland, Spain and Italy.
The ad was shot by New York-born artist and director Clayton Vomero and French photographer Maciek Pozoga, with styling by Dazed & Confused fashion editor, Imruh Asha.
And the link with Aron Piper goes further as Zalando will also provide the styling for his upcoming music tour, “sharing daily fits across its channels for even more fashion inspiration”.
The video ad is shot as a docu-style piece starring the influential figures across the European Streetwear scene already mentioned. But also “adding to the energy of the campaign” are Jdid Club, a group of Parisian female creatives; Switzerland's SLIMKA, a rapper and member of Superwak Clique collective; Dani aka Wide Awake Earthquake, a DJ and sneakerhead; Brussels-born rapper JeanJass, Barcelona creative collective Cutemobb; creative and skater Pierre Leze; and French biker creators Tito and Fimbo.
“Each creative brings their own unique style and interpretation of streetwear to the film, producing a piece that reflects the diverse and colourful nature of the streetwear community across Europe”, we’re told.
The company’s Head of Buying Men’s Shoes and Accessories, Marius Brintrup, said its campaign features “a broad and diverse cast from across Europe, who prove that streetwear can look brilliantly different across the continent”.
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