Pride never goes out of style
Zalando’s newest campaign shows queer elders and civil rights pioneers in the outfits that make them feel the most themselves
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Credits
powered byWith 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.
Zalando – Dresscode Freedom - Lars' Story
Zalando – Dresscode Freedom - Axu's Story
Zalando – Dresscode Freedom - Tiina's Story
Zalando – Dresscode Freedom - Juha's Story