Zalando, Europe’s leading platform for fashion and lifestyle, launches its Pre-Owned Drama-free campaign, to celebrate the one-year anniversary of its pre-owned category that allows customers to find unique items and trade-in their existing clothes through a convenient digital experience. 

Launched on September 13th, the Pre-owned ‘Drama-free’ marketing initiative delivers a campaign inclusive of PR, Influencer, and Social Media and an ATL campaign in 12 markets.

To further mark the first anniversary, a roster of top actors are contributing to the unique and fresh assortment of pre-owned products found on Zalando by trading in a limited number of iconic outfits, which fans can purchase on the site. The actors, no strangers to drama themselves, include of-the-moment Actor, Omar Rudberg, Actress and Singer, Julia Wieniawa, Actor and LGBTQA+ Activist, Lola Rodriguez, and Italian Actor, Pietro Turano. The collection of celebrity items will drop on 27th September, and fans can follow links on Zalando social channels to shop their heroes’ original looks. 

“Pre-owned plays a key role on our way to be the Starting Point for Fashion.”, says Torben Hansen, VP Recommerce at Zalando.”Over the past year, we have received very positive feedback for our Pre-owned category – customers enjoy the high level of comfort and convenience we offer. This is why we put our convenience proposition in the centre of our latest Pre-owned campaign. ‘Drama Free’ represents what our Pre-owned experience is all about – connecting the fun of fashion shopping, freshness and self-expression with more sustainable fashion consumption and unmatched convenience.”


Natalie Wills, Director of Marketing at Zalando, says “Pre-Owned Drama-free” marks the next step of Zalando’s Pre-Owned offering. With the campaign we want to showcase how Zalando Pre-Owned combines the curiosity and uniqueness of fashion shopping, alongside more sustainable practices. With all of this in mind, it has never been easier to buy or sell pre-owned fashion. We’re hopeful that our campaign shows the ways Zalando Pre-Owned can help our customers to declutter and refresh their wardrobes while growing the prominence of pre-owned clothing in the fashion industry”.