Ad of the Day | Streetwear is What You Don't Do, Says This Global Campaign For Zalando

Feb. 21, 2020

In Zalando’s latest global streetwear campaign, created by the creative agency Acne, they pay an homage to the style’s ability to be the opposite of what’s expected. The campaign, “It’s what you do. Or don’t.”, defines streetwear as the style that you can’t define.

E-commerce giant Zalando is on a journey to becoming more relevant to a new generation customers. In their latest streetwear campaign they show that Gen Z in general and streetwear enthusiasts in particular always go their own way.

In the films, we follow some of the biggest streetwear names in Europe in situations where they practice what they preach - by doing the opposite of what’s expected from them.

Daniel Wall, Senior Creative at Acne says:

“Streetwear has always been quite schizophrenic, but for Gen Z it’s more like that than ever. It’s a mish-mash of nostalgia and contemporary, new and thrifted, luxury with casual, all at the same time. It’s about the beautiful contradiction of the streetwear attitude. Be ugly, be bold, be weird. Or don’t. Be pretty, be cool, be completely undefined. Or don’t.”

 

The films were directed by rising-star (and skateboarder) Daniel Wårdh at Acne Film. The stylist was Highsnobiety’s Corey Stokes and photographer was Vitali Gelwich.