You Own Now
Zalora is the leading online fashion platform in Asia-Pacific. The brand is all about experimenting, having fun with fashion that is an expression of individuality and owning what makes you, you. We created a call to action for Zalora’s audiences to redefine the authority of fashion by encouraging them to freely explore and define their own styles rather than to conform to prescribed notions and norms of what is fashionable.
Video directed and shot by Ivanho Harlim
DESIGN SOLUTION
A call-to-action for Zalora’s audiences ‘You Own Now’ was created. The monochrome identity is dynamic and bold, unapologetic, and free-hand, created in-the-moment. The signature prints use real fabrics and textures from Zalora’s collections, creating an ownable aesthetic that can evolve effortlessly, ensuring it never goes out of style. These prints came from the users’ worlds, reflecting the huge diversity of Asia.
RESULTS
You Own Now resonates perfectly with the cultural zeitgeist in Asia today. It speaks to a huge swathe of fashion influencers, who are free to explore and define their own styles rather than to conform to prescribed notions and norms of what is fashionable. From catwalks, celebrities, fashion icons, to you and me – the authority in fashion is being redefined.
Agency: Superunion
Creative Direction: Dan Ellis
Design: Joe Tsai, Pete Tong
Videography: Ivanho Harlim