Zalando "Zerotype" by Mother

Zalando says goodbye to stereotypes with its spring campaign.

Set to Salted Caramel Ice-cream by Metronomy, the TV ad follows one woman’s journey through a funfair, passing couples and crowds alike before looping back to the start. However, each loop sees the fair's attendees sport a jazzier outfit, prompting the tagline: "Goodbye stereotypes, hello zerotypes".

This comes alongside print work encouraging consumers to against the conventional norms of fashion –  including a man wearing a dress and people wearing mismatched patterns – as well as social, out-of-home and digital activity. The work was directed by Leila and Damien de Blinkk through Blink Productions.

Last September, Zalando launched its "Free to be" campaign featuring Vogue cover star Adwoa Aboah.

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