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Zalando redefines the canonical idea of luxury with the "Real Life Luxury" campaign

The protagonists are ordinary people of Monnickendam

By Alessia Amorosini

The European fashion and lifestyle platform par excellence, adds to its vast portfolio of about 260 brands (Premium and Luxury), new brands such as: Victoria Beckham, Roksanda, Mary Katrantzou, Theory, GCDS and Cult Gaia, with a campaign dedicated to idea of "Real Life Luxury". Its concept, directed and photographed by AD Felix Cooper, redefines the canonical idea of luxury, identifying it in freedom, shared dreams and real life experiences with real people. It is no coincidence that the director did not choose as the protagonists of the models but ordinary people, originally from Monnickendam, a small Dutch town: a group of bird-watchers, a couple of creatives, a family with Burundian roots and a musical group, have their say. on the concepts of luxury and fashion.

"It was a joy to portray the talents involved in this campaign. Spending time with each of them, getting to know them and observing the relationships that exist between them was beautiful. I enjoyed seeing the way each one conveyed their relationship in the comparisons of how he looks and how fashion makes him feel", says Felix.

Lena-Sophie Roeper, Buying Director Premium & Luxury of Zalando says instead: We will focus further on Premium and on the expansion of this category towards a more contemporary and luxury style throughout 2020. With new brands and a dedicated marketing campaign, we want to strengthen the perception of “Designer destination” that customers and brands have of us. We are very excited to offer our customers a new online experience and to allow brands to offer themselves to Zalando customers through a platform that matches their standards”.

Furthermore, today Zalando will rename the Premium category to "Designer", with the aim of sending a message of inclusion that starts from the name and is consistent with the philosophy of the platform, famous for an assortment that ranges from globally recognized brands to local realities . The name will appear in all 17 markets in Zalando, in France it will instead take the name of Espace Créeateurs.

Today is also the debut date of the campaign, through the fashion film with a documentary approach. Inclusion, boundless individuality and the luxury of real life are the key words.