Zalando AW25 campaign
- public relations
Zalando wanted to launch its global AW25 campaign in Croatia (Zagreb) in an authentic way that deeply resonates with local culture. Instead of a generic approach, the goal was to connect emotionally with Croatians using recognizable symbols of national identity to make the brand feel “local” and build stronger ties with the audience and media community, rather than just being seen as a foreign online retailer.
We transformed Zagreb’s iconic Dolac market into a vibrant stage. At the heart were the beloved “kumice” – the market vendors recognizable for their traditional headscarves and uniform aesthetic. Professional stylists dressed them in bold, modern Zalando pieces, creating “style doppelgängers” that blend cultural heritage with contemporary fashion. No brand had ever dared to reimagine the kumice as fashion ambassadors before, making this a groundbreaking and highly relatable move for the local audience.
- 30+ clippings
- 100% positive
sentiment - 2M+ potential
reach