Pride never goes out of style

With four short docs supporting a hero film, this inclusive campaign for Zalando is a golden-years stunner. 

It’s rare to find anyone over thirty in fashion but to feature some fierce queer elders is another level entirely. Dresscode: Freedom shares stories of resistance and rebellion across the past fifty years. Full of joy and style, it’s a remarkable campaign that really focuses on how clothes make you feel rather than the clothes themselves. 

Helsinki-based creative agency SEK led the campaign, and Lars Svarström, Tiina Lindfors, Axu Saha and Juha Laurikainen star in the mini docs. Simelius simelius, a director duo, were responsible for the campaign’s video and photo production.