“Small Steps. Big Impact. by Zalando”
For Spring 2020, Zalando has teamed up with nine Nordic brands to develop an exclusive, more sustainable womenswear collection, entitled Small steps. Big impact. by Zalando. Zalando offers over 20,000 items flagged with sustainability from over 240 different brands. Nine of these brands were chosen to bring this collaboration to life; Blanche, Bruuns Bazaar, Designers Remix, Filippa K, Han Kjøbenhavn, Holzweiler, House of Dagmar, Libertine Libertine and Won Hundred.
“Sustainability is an increasingly important topic in all our categories, especially in Premium. We know our Premium customers demand products that are not only of high quality and fashionable design but also have sustainability benefits,” says Lena-Sophie Roeper, Director of Buying Premium, Zalando. “As a platform with more than 29 million active customers in 17 countries and more than 2,000 brands, we know that we can influence the demand for and the supply of sustainable fashion. That’s why we’re introducing our customers to sustainable fashion, working with partners who share our vision and ethics, and move the industry forward, every day. The collection, Small steps. Big impact. by Zalando, only available at Zalando, is a huge step in the right direction.”
Frontrunners in sustainable fashion, these nine Nordic brands were challenged with a brief that called for a cohesive, conscious collection that didn’t compromise on design or quality. Less resource-intensive processing techniques, better materials and social aspects remained top-of-mind as the 70 piece collection came to life. Each brand brought their own unique conscious mindset to the project, and with them, an exciting range of sustainable fabrics and processes to see a collection which includes organic cotton, long-lasting triacetate, 100% recycled polyester, OEKO-TEX certified prints, less pesticides used and more water saved. The collection is a strong base for a lasting wardrobe. A muted colour palette realises a consistency across the mix of light, flowing dresses, structured suits, durable denim and lightweight jackets. The diversity of styles allows the wearer to mix and match, creating a personal style to last multiple seasons.
“This collaboration continues Zalando’s Sustainability goals by responding to the changing needs of our customers,” says Jonny Ng, Director Marketing Strategy & Campaigns, Zalando. “The collection, Small steps. Big impact. by Zalando aims to increase customers’ awareness of Zalando’s sustainable fashion assortment, while guiding customers towards more conscious choices. By working together with these nine premium brands we want to demonstrate how easy it is for our customers to find sustainable styles from head-to-toe."
This collection follows Zalando’s first dedicated sustainable fashion campaign and the release of their Sustainability Strategy 2023, titled do.MORE, in October 2019. Acknowledging being part of the problem with do.MORE, Zalando now wants to be part of the solution. Zalando can play an important role in tackling fundamental sustainability challenges by using its scale and technology to take the lead in building the connections needed to transform the industry. Small steps. Big impact. by Zalando sees Zalando leveraging its influence as a platform to facilitate projects and collaborations where players can join forces and work together for a better cause.
The collection is available in each of Zalando’s 17 markets and will be accompanied by a campaign across print, out-of-home, social media and Zalando-owned channels.