Zalando - It’s what you do. Or don’t. (2020) :340 (Sweden)

In Zalando’s latest global streetwear campaign, created by the creative agency Acne, they pay an homage to the style’s ability to be the opposite of what’s expected. The campaign, “It’s what you do. Or don’t.”, defines streetwear as the style that you can’t define.

“​Streetwear has always been quite schizophrenic”, ​Daniel Wall, Senior Creative at Acne says, ​“but for Gen Z it’s more like that than ever. It’s a mish-mash of nostalgia and contemporary, new and thrifted, luxury with casual, all at the same time.”

In the films, we follow some of the biggest streetwear names in Europe in situations where they practice what they preach - by doing the opposite of what’s expected from them.

“It’s about the beautiful contradiction of the streetwear attitude. Be ugly, be bold, be weird. Or don’t. Be pretty, be cool, be completely undefined. Or don’t”,​ Wall adds.

The films were directed by rising-star (and skateboarder) Daniel Wårdh at Acne Film. The stylist was Highsnobiety’s Corey Stokes and photographer was Vitali Gelwich.

Team Acne:

Erik Bergqvist, Executive Creative Director Daniel Wall, Senior Creative
Rasmus Tsardakas Renhuldt, Copywriter John Hammarström, Senior Art Director Lovisa Friman Bendz, Account Director Alice Kruger Santucci, Account Manager

Daniel Wårdh, Director
Fredrik Skoglund, Executive Producer
John Ericson, Producer
Andreas Bjørseth, Director of Photography, XOMGMT Vitali Gelwich, Photographer