1 hour ago | By Allison Goodfellow-Ash
Feb 19, 2017
By WGSN Insider
Online European fashion giant Zalando continues to win over Millennial and Gen Z consumers, with sales that outperform the market each trading quarter. And now, the fashion site has secured American rapper A$AP Rocky as the face of its new campaign.
To launch this collaboration, dubbed “Remix Fashion”, Zalando and A$AP have created a short movie that’s part music video and part fashion film.
The video features Jourdan Dunn, Andreea Diaconu, Julia Nobis and Kris Gottschalk arriving at the A$AP Hotel and each staying in a room that reflects their personal style.
Their suitcases have been swapped out for new Zalando looks, and they “remix their fashion” while A$AP Rocky’s music plays in the background, the idea being that budget doesn’t have to limit your sense of style.
A$AP Rocky has been exploding in the music scene over the past few years, validating his popularity after seeing his surprise album hit #1 on iTunes in May 2015. A$AP has collaborated with various artists from Drake to Rihanna and recently went on tour with Tyler the Creator. Along with his music, A$AP has become one of the most influential personalities in fashion, his previous campaign collaboration with Dior Homme, was one of the stand out campaigns for Fall/ Winter 2016 (and he most recently sat front row at the Calvin Klein show at New York Fashion Week).
Zalando is Europe’s largest online fashion retailer, offering popular fashion brands at a wide range of price points, a convenient option for fashion-savvy consumers on a budget.
A$AP Rocky has a serious amount of star power and great appeal with the youth consumer (via his 5.3 million Instagram followers). Since mobile spending accounts for a large amount of Zalando’s sales (in October the brand revealed that mobile orders bypassed 50% for the first time) this brand collaboration seems ideal.
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