Case Study
WHAT DO I WEAR?
ART BUYING & PRODUCTION
ZALANDO
This AW ’24 campaign celebrates the democratic, diverse and human facets of fashion by posing the question that unites us all, regardless of taste, age, location, gender, or background: “What Do I Wear?”
Produced and commissioned by Darklight, shot by Sophie Jones and featuring a famous line-up of faces including actor Willem Dafoe, model and actress Brigitte Nielsen and TikTok creator Sabrina Bahsoon 😈 we serve you…. the work ✨
This AW ’24 campaign celebrates the democratic, diverse and human facets of fashion by posing the question that unites us all, regardless of taste, age, location, gender, or background: “What Do I Wear?”
Produced and commissioned by Darklight, shot by Sophie Jones and featuring a famous line-up of faces including actor Willem Dafoe, model and actress Brigitte Nielsen and TikTok creator Sabrina Bahsoon 😈 we serve you…. the work ✨
“What do I wear – a question we all ask ourselves that links us. Same question, different answers. Some of us are extroverts, some are introverts. We are expressing ourselves with what we wear. When what you choose to wear aligns with your curiosities, aims, identity, desires, aesthetics, you feel confident and calm in your dealing with others and facing the world. Just as an actor’s imagination can be fed by a costume – your clothing choices can inspire you to imagine what you can be…”
– Willem Dafoe
Accompanying the film campaign, which was shot by legendary director Aube Perrie, we produced a series of striking key visuals with Sophie Jones and Kintzing, which are out now across Europe in various impressive out-of-home locations. These photographs showcase our awesome line-up of characters engaged in relatable, yet cheeky scenarios – such as attending an ex’s wedding, having a first kiss, or celebrating a 60th birthday – each prompting the question, “What Do I Wear?”.
CREDITS:
Agency: Wieden+Kennedy Amsterdam
Art Directors: Anyaa Dev + Morgane Lambert
Copywriters: Ane Santiago Quintas + Ana Clé
Producers: Darklight, Mimi Gray + Fiona Lamont
Photography: Sophie Jones
Photo Production: Kintzing