Fashion brand Zalando celebrates models and influencers who feel "free to be" themselves in an empowering new campaign, including the likes of plus size model Felicity Hayward, who steps out of a giant billboard in one of the spot's most arresting images."If they say you're too big, show them how big you can be," says the voiceover.
The film, by Grey London, was directed by Park Pictures' Georgia Hudson, who's helmed spots for the likes of Nike and Under Armour, and also features Adwoa Aboah, Alice Hurel, Rain Dove and Leroy Mokgatle, all known for their distinctive and unusual looks.The film kicks off with alopecian model Hurel ripping open a Zalando box and also includes scenes of teen ballet dancer Mokgatle, piroutetting through the streets of Lisbon.
“The campaign features a diverse cast who differ in body shape, break with stereotypes or defy traditional gender roles," says Johnny Ng, director marketing strategy & campaigns at Zalando. "Our cast is not afraid to show the world who they really are and they use fashion to express their identity. This freedom is what we want all our customers to feel."
The Berlin-based brand also works with Mother London, which created a campaign earlier this year featuring models dancing kookily on a beach. Both agencies are on the roster.