Zalando‘s Autumn/Winter 2024 campaign, directed by Aube Perrie and featuring Willem Dafoe, promotes individuality and self-expression through fashion. Created by Wieden+Kennedy Amsterdam, the campaign includes influencers like Brigitte Nielsen and Luka Sabbat.

The ads, titled “What Do I Wear?“, encourage viewers to consider the stories behind their outfits, emphasizing diversity and personal connections to fashion. Dafoe, known for his unique style, is the perfect face for the campaign, which highlights how clothing reflects personal thoughts and desires.

The campaign also features posters by photographer Sophie Jones and runs across Europe in OOH, digital, and social platforms. It coincides with Zalando’s rebranding, introducing a modern visual identity and solidifying its position as a leading fashion eCommerce platform.