The Zalando online store last year premiered a new brand positioning around the question “What do I wear?”, With which he expresses his willingness to improve customer confidence in their own style and meet their needs from lifestyle and inspiration. It is this same question that now articulates the new spring-summer campaign of the brand, with the actress Sarah Jessica Parker as the protagonist.

Designed by the creative agency Mother, this new communication for the spring-summer fashion season seeks to constitute Zalando as a reference destination for be inspired by fashion and live quality purchase experiences. To do this, he trusts the style and personality that both the “Sex in New York” actress projects, and the Italian singer Mahmood, whom in the piece shows exploring the possibilities of the platform. “Whether for informal coffee, a fun evening in the city or an elegant night event, its choices reflect the confidence that personal style gives at any time”, Explains the brand in a statement.

“Choosing what to wear is more than choosing a set: it is a daily moment that reflects who you are and how you want to feel”, Adds Sara Spännar, Zalando global marketing vice president.”In Zalando we like to celebrate that moment and it has been a real pleasure to see him come true with Sara Jessica Parker and Mahmood. We want our clients to feel safe from their decisions and we want to be the place to find that inspiration”

Beyond highlighting its wide catalog, Zalando also emphasizes the strategic alliances that he has established in the fashion world. And, Jessica Parker looks in the piece a dress of the designer Diane Von Furstenberg, with whom the company maintains an exclusive collaboration. “Choosing a set is like telling a story about who you are”, Points out the actress in the brand statement.”But it is wonderful to see how this Zalando campaign celebrates a daily ritual that we all share. And most importantly, it shows that there are no wrong elections”

On the other hand, the campaign includes a medium retail strategy with Vans, promoted by Zalando Partner Marketing Services (ZMS). With this, Zalando will now integrate its associated brands in its different marketing activations.

Also, “What do I wear?” It will be complemented in the future with another initiative in collaboration with Vans entitled “What do I wear when Vans enters the scene?”. A phrase that enriches the positioning adopted by Zalando and that emphasizes the diversity of its multi -brand offer, and its commitment to create fun and daring experiences that celebrate the diversity of its customers.

The “What do I wear?” Campaign, with Dentsu and Crossmedia media planning, has activations in all Zalando channels since last March 21and will be distributed to all the markets in which it operates.