Zalando

What Do I Wear? AW24

Hmm. What do I wear? The million dollar question. No matter how you ask it. And we all ask it. Every day, of every week, of every year.

The question our moms asked themselves before running to the hospital.
What Frida Kahlo asked herself when she challenged what women should look like. What we’ll ask ourselves both before our wedding and a funeral.
What Dennis Rodman asked himself before any event in the 90s. And what you asked yourself before strutting into the supermarket in Juicy Couture, just because you were feeling cute. The question that both Rosalía and King Charles ask themselves every morning.

A question that is answered 8 billion times every single day, in 8 billion different ways. A question like that deserves as many well considered answers as there are moments and people. It’s not a question.
It’s thee question. A small question so big, that all of humanity lives inside it.

“What do I wear" - a question we all ask ourselves that links us. Same question, different answers. Some of us are extroverts, some are introverts. We are expressing ourselves with what we wear. When what you choose to wear aligns with your curiosities, aims, identity, desires, aesthetics, you feel confident and calm in your dealing with others and facing the world. Just as an actor’s imagination can be fed by a costume - your clothing choices can inspire you to imagine what you can be…”

- Willem Dafoe

My Role: Associate Creative Director