Always-On

Always-On Social Media

Fashion moves fast, and an always-on presence keeps Zalando moving with it.
We developed a continuous social media strategy built around creativity, consistency, and a strong understanding of what engages the Zalando community. From reactive posts shaped by cultural moments to more editorial, story-driven formats, each piece of content played a specific role within the ecosystem.

Our formats covered everything from trend inspiration to playful, personality-driven moments, ensuring a steady rhythm across platforms while keeping the brand’s tone fresh, relatable, and distinctly fashion-forward. The result was a cohesive, ever-evolving social presence designed to meet audiences where they are, every day, in real time.

Art Director: Camila Bascon
Scope: Art Direction, Design, Social Media

CONTENT FORMATS

To keep the conversation relevant throughout the year, we developed a series of seasonal content formats that reflected the trends, styles, and cultural cues shaping our community. Each format had a distinct purpose, highlighting new arrivals, spotlighting favourite pieces, offering styling inspiration, or delivering approachable fashion advice.

With a consistent visual system and room for seasonal evolution, the formats created a rhythm that kept Zalando’s social presence dynamic, recognisable, and always in step with what mattered to its audience.

ALWAYS-IN

Beyond planned campaigns and seasonal moments, we developed Always In, a stream of reactive, trend-aware content that kept Zalando actively participating in the cultural conversation. Instead of focusing solely on product, this format tapped into what the community was already engaging with, fashion moments, social trends, shared moods, and everyday sparks of relevance.

These quick-turn creatives allowed the brand to feel timely and human, responding rather than broadcasting. The result: a more agile, conversational presence that kept Zalando top-of-mind not just for what it sells, but for how it connects.

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