Zalando launches "enhanced designer experience" and names new ambassador

Zalando has unveiled an enhanced designer experience, offering a "luxury boutique style space for designers", and has signed up Japanese/British singer and actress Rina Sawayama as a new brand ambassador for the destination.

Zalando Designer, and the new partnership, underscores the online retailer’s focus on customer experience and inspiration, offering a range of heritage and contemporary designers, high-end streetwear brands and "rising stars".

The assortment includes Lardini, Aspesi, Bally, Helmut Lang, Victoria Beckham, Missoni, Rabanne, Vivienne Westwood, 032c, Peter Do, GCDS and Ralph Lauren.

For the designer brand partners, it offers an opportunity to narrate their story and unveil new collections, campaigns and collaborations "through an array of dynamic design elements in a distinctively elevated, curated space".

Lena-Sophie Roeper, Director of Designer and Luxury at Zalando, said: "We can see that customers are increasingly looking for inspiration, personalisation and engaging new experiences.

"They are continuously more interested in designer brands at 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."

Zalando will be tapping into key moments in the fashion calendar with
Rina Sawayama. To celebrate the launch of the partnership, a creative campaign "captures Rina’s multifaceted personality through a unique lens".