Clothes, and fashion as an industry, are often disregarded as vacuous; as unimportant. But when it comes to self-expression and confidence, a good outfit is often all you need.
Whether you’re rocking double denim or going all in with budgy smugglers this summer, it’s time to dance past the haters and dress like nobody’s watching. Our new campaign for Zalando proudly declares ‘dress for yourself, nobody else’ - and start enjoying what makes you, you.
Sector
RetailWe all have that outfit in our wardrobe. The one that, when we put it on, makes us feel like we can conquer the world, tear up the dance floor or ace that presentation. Clothes, and fashion as an industry, are often disregarded as vacuous; as unimportant. But when it comes to self-expression and confidence, a good outfit is often all you need.
This self-celebratory attitude is at the heart of Mother London’s latest work for Zalando, ‘Dress for yourself, nobody else.’ They’ve drawn on the insight that, although summer should be the season in which people feel the most free, external pressures and unrealistic standards about how we look can limit this freedom.
In this slot, a dancing couple grab whatever makes them feel free, throwing caution to the wind and shocking those around them. The ad aims to highlight the breadth of fashion on offer by Zalando, for any and every style.
‘Dress for yourself, nobody else’ taps into the Be Yourself mentality that we’ve seen championed in many a brand campaign of recent years. It is sticking it to the haters, or 'fashuun' as Mother calls it. But it also feels like a response to influencer culture, and the copycat styles we often see across social media platforms.
Zalando instead it champions those individuals who were born to, and choose to, stand out. This is a campaign, and a message, that is about attitude rather than appearance.
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