Zalando boosts Designer offer, names new ambassador for luxury as searches grow

E-tail giant Zalando is diving deeper into designer fashion and has created a new “Designer experience [that] acts as a luxury boutique-style space for designer brands on Zalando”. 

It features a range of “heritage, advanced contemporary, designer and high-end streetwear brands as well as rising stars and timeless classics”. That means Lardini, Aspesi, Bally, Helmut Lang, Proenza Schouler White Label, Victoria Beckham, Missoni, Rabanne, Vivienne Westwood, 032C, GCDS, Peter Do, Ahluwalia, Ralph Lauren, and Emporio Armani.

And it has also entered a year-long partnership with British-Japanese musician and actor Rina Sawayama as a new ambassador for this more upscale offering.

The company said the two moves “underscore Zalando’s focus on superior customer experience and inspiration”.

The new Designer destination on Zalando “invites both those passionate about designer fashion and newcomers eager to delve into this world”, we’re told. For the designer brand partners, “it offers an opportunity to narrate their story, unveil collections, campaigns and collaborations through an array of dynamic design elements in a distinctively elevated, curated space”.

The e-tailer’s Director of Designer & Luxury, Lena-Sophie Roeper, said: “We can see that customers are increasingly looking for inspiration, personalisation and engaging new experiences. They are also continuously more interested in designer brands on Zalando, with luxury brand searches steadily growing. For us, it presents an opportunity to become the inspirational destination for everyone from loyal customers regularly shopping for contemporary and luxury items, to first-time purchasers.”

As for that ambassador deal, the company added that it and Sawayama “will be tapping into key moments in the fashion calendar throughout the year. To celebrate the launch of the partnership, a creative campaign captures Rina’s multifaceted personality through a unique lens”.

The new Designer offering follows the company working with its Highsnobiety division last year for Stories on Zalando that’s “putting the spotlight on designer brands such as GmbH, Ludovic de Saint Sernin, and exclusive collaborations, such as MM6xChenpeng”.