Zalando presents new Designer campaign featuring Rina Sawayama to kick off the start of the 2024 ambassadorship. The new exclusive campaign is directed and photographed by renowned fashion photographer Carlijn Jacobs. Zalando doubles down on Designer by launching an elevated onsite destination for the new generation of luxury shoppers.

Zalando, a leading European online platform for fashion and lifestyle, continues to double down on its Designer offering by announcing a partnership with musician and actor Rina Sawayama as its new ambassador for 2024. Rina’s sense of style and way of expressing her personality and artistry through fashion foster a sense of individuality that resonates with a diverse audience. Her fearless approach to fashion not only reflects her creative vision but also reinforces the importance of authenticity, inclusivity, and pushing boundaries which are key values for Zalando.

The year-long partnership launching in January 2024 will tap into key fashion moments throughout 2024, working collaboratively and authentically to continue to showcase Designer on Zalando as a credible destination for the new generation of luxury consumers, bringing forward a fresh, differentiated and inspirational shopping experience.

To celebrate the launch of the partnership, a female led creative campaign photographed and directed by renowned fashion photographer Carlijn Jacobs and styled by Georgia Pendlebury captures Rina’s multifaceted personality through a unique lens. The concept draws inspiration from the juxtaposition of personalities, at times introvert or extrovert, bright or dark, creating a space for Rina to embody the different versions of herself. Mixing creative and cultural elements, the campaign allows Rina to portray her full personality while navigating between reality and fantasy.

Rina Sawayama says:
“I am so excited to be partnering with Zalando as its new ambassador for Designer. Fashion has and continues to play such a key role in my life as it empowers self expression, so the partnership feels like a natural fit. Working closely with an inspiring team of female creatives on this campaign gave me the freedom to showcase the different sides of my personality. I’m excited to be working with a brand which shares the same values and vision and look forward to seeing what the year ahead brings.”

The campaign also marks the launch of the new, enhanced Designer experience on Zalando – an elevated space offering a new take on Designer inspiration. As the luxury floor of the Zalando digital department store, the new Designer destination offers both established and emerging brands, bringing forward engaging content and inspiring consumers to explore and express their authentic selves through fashion.

Lena-Sophie Röper, Director Designer & Luxury at Zalando says:
“We are thrilled to be partnering with Rina Sawayama who shares the same vision of authenticity through fashion. As well as kicking off this partnership, we will be continuing to strengthen Zalando’s positioning in the designer space through our Designer experience on site, making it the destination of choice for the new generation of luxury consumers.”