Aug 30, 2022
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New Zalando campaign stars Paloma Elsesser

Aug 30, 2022

Zalando has released its new AW22 campaign with the fashion e-tail giant signing up Paloma Elsesser. Called Make Your Own Moment, it celebrates “personal fashion moments that bring joy in everyday life”.


The supermodel and body acceptance advocate is joined by actress and model sister Ama, as well as Austrian DJ and model Wolfram, Dutch model Dylan Hasselbaink, German musician Noah Levi and Spanish actress Jajar Brown. Styling was courtesy of costume designer Tereza Ortiz.

As with previous Zalando campaigns, there’s clearly big focus on international personalities who’ve made an impact on culture and society as well as simply looking good. 

The stills imagery was shot by Germany’s Jonas Unger and the video content by London-based editor and director Isaac Lock.

It’s only August but the new AW22 collection is live on Zalando now. And marketing this season will be even more important than ever as consumers in the e-tailer’s core European markets face the kind of economic challenges not seen for decades.

A few weeks ago Zalando released weaker Q2 results against tough comparisons with last year’s second quarter, and said it’s “adjusting its offering to meet changing customer demands for the upcoming seasons”. However, it was upbeat about its prospects for the second half.

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