THE ZALANDO GREENHOUSE: THE VIRTUAL HOME OF ‘SMALL STEPS
This week marks the launch of Zalando Greenhouse, a virtual 360 degree experience bringing the recently launched Small Steps. Big Impact. By Zalando to a new, exciting, digital life. It takes the collection right to the consumer, wherever they may be.
The ongoing project will engage and inspire consumers, both to discover the collection and to make more sustainable choices. There will be surprise appearances from selected talent, including model and sustainability advocate Arizona Muse and creative director and sustainability consultant Doina Ciobanu, creating an unforgettable way to shop the collection.
The debut showcased in the house is the second capsule collection of the Small Steps. Big Impact. By Zalando initiative. Eight European brands with sustainable values have each designed a capsule range for Zalando, together forming a 116 piece collection for winter 2020. A common aim unites: by inviting consumers to experience and explore the Zalando Greenhouse and the designers and brands which feature within, they are equipped to shop more responsibly.
The brands are at the heart of the experience via audio, imagery and interiors matched to each creative vision. It will be a digital showroom that anyone can visit, each space encapsulating a designer’s vision. Users will be able to explore the Zalando Greenhouse via desktop, tablet or mobile, and surround themselves in a beautifully created digital space, bringing a new way to explore the clothes, the stories and the designers behind them.
“The Greenhouse is an immersive way to discover not only the collection but key voices, creatives and ideas in the sustainable fashion space. With this dedicated digital space we want to help customers shop more sustainable fashion and learn about the designers joint efforts to bring this collection to life. It's a long-term initiative that will be developed for future collections and could even pop-up physically in the future." – Natalie Wills, Global Director Social Media & Consumer PR, Zalando
Like the capsule collection, the Greenhouse echoes the message and ethos of Zalando’s sustainability strategy, do.MORE, launched in October last year. Acknowledging that the fashion industry is part of the problem, Zalando strives to be a part of the solution by harnessing its scope, connections, scale and technology to influence positive change in the fashion industry. It wants to become a sustainable platform with a net-positive impact for people and the planet.
“It is more important than ever that we start to strike a balance between a love for fashion and protecting people and the planet. It is crucial that we all take responsibility for our futures, and realise that every time we buy something we are casting a vote on the kind of world we want to live in. I am delighted to support these eight amazing designers, who are each disproving the dated notion that ethical and sustainable fashion is bland and scratchy and demonstrating that fashion CAN have a positive impact on nature.” – Arizona Muse, Model, Activist and Sustainability Consultant.
Visit the Zalando Greenhouse by visiting www.zalandogreenhouse.com or explore on Zalando Instagram.