Three talents to narrate the trends and passions of Gen Z. Brought together first in a photoshoot among the city's skyscrapers and then brought in the middle of the moving crowd at the Polifonic festival in Puglia, Italy, the three members of an inclusive cast blended reality and storytelling by bringing their own style and aesthetic to one of the year's most popular social events.
Founded in 2008 as an e-commerce platform, Zalando has become a true benchmark for Gen Z over the course of its existence. Today Zalando is the leading fashion marketplace on the European continent as well as in the Top 20 most visited online fashion sites in the world. It is precisely its wide presence in the world of youth that has led the German retailer to increasingly explore and define fashion trends according to Gen Z by entering the world of festivals - and it is precisely based on this connection that the Zalando x Polifonic project was born.
The campaign created to celebrate this collaboration had the theme of festival aesthetics, bringing an inclusive cast to the celebrated Polifonic festival in Puglia. The selected talents are: Chris Calenda, Giulia Molino and Angelo Recchia. Three characters who embody different personalities and aesthetics, capable of representing and reflecting the style of Gen Z today but above all capable of communicating with Gen Z on a plane of knowledge, aspirationality and taste.
Portrayed in an urban setting, set in contemporary times, the three cast members defined their personal style by creating a look that best represented them. The campaign was distributed on Zalando's social media and their homepage as well as on the talent's social channels.
