Zalando teams up with Asap Rocky for SS17 campaign

By

Olivier Guyot

Published
Feb 20, 2017

The American rapper is the star of the e-commerce site’s spring/ summer '17 campaign film.

Directed by Gordon Von Steiner, the video depicts Jourdan Dunn, Andreea Diaconu, Kris Gottschalk and Julia Nobis making themselves at home in each of their uniquely-decorated rooms at the ‘Asap Hotel,’ all to the beat of an Asap Rocky soundtrack.

In the fictional hotel, where neon dominates (reminiscent of Lars von Trier’s Dogville), Asap’s team deliver the four models’ suitcases dressed in styles ranging from street to smart.

The film is a new approach to communication from Zalando – more creative than previous films, it clearly taps a number of recognisable faces for the Millenial generation. It’s a people strategy seen before when the brand tapped Cara Delevingne in 2015, and, at the company’s Bread & Butter Berlin event in a showcase of international talents, including Asap Rocky.

At the end of its 2015 fiscal year, Zalando reported a profit of 121.5 million euros. The group saw revenue soar by 33.6% to 2.96 billion euros. It is expecting a growth of 20% in 2016. The results will be announced 1 March.