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Creativity Editor’s Pick: Dress For Yourself

Creativity Editor’s Pick: Dress For Yourself

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Mark Albiston’s ‘Dress For Yourself’ for Zalando from Mother has been selected as Creativity Editor’s Pick.

The Review

Fashion e-commerce brand Zalando has debuted a goofy summer campaign in which models dance on a beach without a care for who’s watching or judging.

The debut work for the brand by Mother London, which recently won the account, is directed by Mark Albiston and produced by Sweetshop. It features the pair writhing ridiculously to the catchy track “ANXT” by Canadian band Random Recipe. Magically, their outfits transform as they change up their moves.  Throughout, outsiders quietly observe, but at one point an elderly couple even cheers them on. The tagline is “Dress for yourself, no-one else.”

According to the agency, the campaign is designed to inspire people “to ignore the many external pressures and standards—instead choosing to dress only for themselves.” It reflects the brand’s ethos of catering to any and every style, regardless of size, age or gender. Zalando is based in Berlin, and was founded in 2008. 

Martin Rose, creative director at Mother comments in a statement: “Whether you’re rocking triple denim on the beach or a neon bum bag around the pool, there’ll always be somebody who doesn’t approve. Especially in an age of social media, we end up chasing approval and validation. But when we worry less about the judgement of others, something really powerful happens: we feel liberated to live in the moment. Our summer campaign with Zalando encourages people to cast aside their worries and to simply ‘dress for yourself, nobody else’.”

The main film seen here is accompanied by various social media videos, highlighting different fashion options such as florals and animal print. The campaign is running across TV, OOH and digital and on Zalando’s app, mobile and desktop sites for 17 European countries.

This article was first published in Creativity online on 14 May 2019.