European online fashion retailer Zalando has launched its new Luxury on Your Terms campaign to celebrate the characteristics of luxury that apply to everyone.
The campaign aims to represent the world of luxury through fluidity, self-expression and inclusivity, demonstrating how you can express your individual style on your own terms.
This series of short films was created for Zalando Designer, which has recently signed over 50 new brands including Missoni, Christopher Kane, and 032C.
The interactive series follows a Gen Z leading character split between two realities, telling her story through a series of TikTok videos. Shoppers can click on hotspots on the video to shop outfits from each scene.
“Leo” and her alter-ego “Liberty” both use luxury fashion to express their personalities, relationships, and surroundings in cinematic style.
The main characters are also joined by European content creators including French model William Ernult, Spanish actress and model Jedet, Italian actress and stylist Stephanie Glitter, and German model and TikTok star Nico Thiem.
Anaheta Metghalchi von Berenberg, Buying Director Designer at Zalando, commented, “With Zalando Designer, we want to champion positive change for our customers and industry, both through collaborations and creative content and by growing a more sustainable, diverse and inclusive designer assortment.”