Zalando - Small Steps. Big Impact.

  • Camille Caie

For the first part of the campaign, Sunshine created digestible content that broke down the four initial steps Zalando are taking: offering a huge assortment, all of your favourite sustainable brands, clear and simple signposting and curating stylish, versatile pieces, that are designed to last.

The second part of the campaign allows the audience to get to know the influencers better with two films; ‘My Sustainable Style Edit’ in conversation with our influencers, seeing how they curate looks with their personal style, life and sustainability in mind. Sharing candid discussions about the sustainable pieces they found from Zalando and offer insights into their favourite brands. Consumers can discover everything from their love of recycled fabrics to the passionate characters behind their favourite brands and why the source, process and materials all count towards a higher quality of product.

Photographed by Benjamin Vnuk and directed by Sunshines in-house director, Ursula Underhill, the campaign featured Sissi Phole, Wilson Oryema, and Pernille Rosenkilde. Influencers chosen not only for their original and inspirational style, in keeping with Zalandos quest to be true to their most authentic self and style but also chosen for their thoughts and ideas on the future of sustainable fashion. Wilson is a multidisciplinary artist, activist and model who uses his growing profile to talk about consumerism and sustainability within the fashion world. While the girls have a keen eye in pairing found, vintage pieces with well designed, environmentally conscious new designs.

Every part of the campaign was made with sustainability in mind. Creating a simplistic set with steps becoming the visual metaphor for the small actions we can make together. Every material chosen and element built within our set was carefully selected, from choosing reclaimed wood to recycling and repurposing pieces from old sets, otherwise destined for the tip. Sunshine lovingly created modular elements to get the maximum output from minimal pieces. Whilst every crew member had sustainable experience and a genuine interest and passion for the subject.

Throughout shooting the campaign, photographer, Gabby Laurent was behind-the-scenes capturing outtakes of our influencers interacting with one another and intimate moments of our influencers as they curated their personal style rail for the ‘My Sustainable Style Edit’ films.Catching off-guard, spontaneous moments and an authentic insight into our influencers’ creative process.

The campaign lives on the Zalando website, setting the tone for Zalandos commitment to sustainability on the longer term and will be live on the Instagram account @zalando

This is Sustainable Style Made Simple. Small steps. Big Impact.

Agency @sunshinecompany
Creative Director: Camille Caie
Campaign Photographer: Benjamin Vnuk @benjaminvnuk
BTS Photographer: Gabby Laurent @gabulaurent
Snr. Producer: Leila Maktari
Director: Ursula Underhill @sunshinecompany
DOP: Krzysztof Trojnar @krzysztof_trojnar
Colourist: George Neave @georgeneavecolour
Stylist: Laura Wulff @laura_loudd
Hair Stylist: Stefan Bertin @stefanbertin
Make-up artist: Rebekah Lidstone @rebekahlidstone

Wilson Oryema @wilson_oryema
Sissi Pohle @sissi_pohle
Pernille Rosenkilde @prosenkilde
Joshua Bart @nevsmodels