As the fashion world continues to evolve, Zalando is making a bold statement with its latest campaign, “What do I wear to be surprising, curvy, and eloquent?”, specifically designed for the Spanish market and featuring the captivating Nathy Peluso as its protagonist. This campaign is a testament to Zalando’s multi-faceted approach, which allows the brand to cater to the diverse styles and needs of its customers through a wide range of offerings, including streetwear, athletic wear, and premium fashion. Interestingly, this versatility is also a defining characteristic of Nathy Peluso herself, making her the perfect ambassador for the brand.
According to the campaign’s creators, it captures the many dimensions of Nathy Peluso’s personality, showcasing the perfect look for each aspect of her being: from her glamorous image as a three-time Grammy Latino winner to her professional dancer persona, and even her more personal side. Eloisa Siclari, General Manager of Zalando for Spain and Italy, notes, “I couldn’t think of a better way to kick off my new role as General Manager of Zalando for Spain than by presenting a campaign that’s not only exclusive to Spain but also features the incredible Nathy Peluso. ‘What do I wear to be surprising, curvy, and eloquent?’ is a statement of intent. We all have different facets to our personalities – our sporty side, our more formal side, or our urban side. At Zalando, we’re able to offer personalized options for each of these facets.”
A Meeting Point for the Public: El Patio
On February 22nd, over 2,000 people experienced Zalando’s proposal and Nathy Peluso’s talent at El Patio, a pop-up event held in the heart of Madrid, just a stone’s throw from the Plaza del Callao. Attendees were able to explore the platform’s variety and versatility firsthand in a dynamic and inspiring space. Drawing inspiration from traditional patios, both for the pop-up event and the campaign, Zalando pays homage to a powerful concept that’s deeply rooted in the country’s cultural identity. A patio is a place where people come together with loved ones, play, and form lifelong friendships, or simply hang their laundry. It’s a welcoming and inspiring space where everyone has a place, regardless of their facet.
As Siclari points out, “In recent years, Spain has become a pivotal market for Zalando, as evidenced by our investments in the market. Whether it’s through events like the El Patio pop-up, local campaigns like the one we’re presenting today, or the launch of our loyalty program, Zalando Plus, Spain has been at the forefront. In fact, Spain was the first country where we launched the updated version of this program, which recognizes our customers’ loyalty with access to various benefits.” Nathy Peluso adds, “For me, fashion is power, identity, attitude, and a great tool that I use to build my characters and entire scene. I love collaborating with Zalando on this campaign because we share this vision. We understand style as freedom, where fashion is a language without rules, and everyone can tell their story.”
The campaign, which runs from February 26th to March 23rd, will be visible in multiple out-of-home (OOH) and digital out-of-home (DOOH) locations, such as the one on Calle San Bernardo 8 (at the corner of Gran Vía), as well as on social media and online videos.
