Zalando unveiled a new brand positioning at the weekend, saying it marks “a pivotal step in its journey to becoming a leading European ecosystem for fashion and lifestyle e-commerce”.

It appears to mean that Zalando wants to be know as more than just a business that sells people clothes, although the focus is still squarely on fashion.

The evolution debuted with the AW24 campaign called “What Do I Wear?” with the German e-tail giant saying the new direction focuses on “enhancing customers’ style confidence and meeting their evolving needs through quality, lifestyle, and inspiration”.

This “addresses a universal daily dilemma that resonates with all people, no matter their age, location, gender or background — choosing what to wear”. It features a “high-profile and diverse” cast, including actor Willem Dafoe, model and actress Brigitte Nielsen, model and actor Luka Sabbat, and content creator and model Sabrina Bahsoon, known as #TubeGirl. It “emphasises inclusivity and the varied fashion needs of Zalando’s customers” as the company illustrates how it “simplifies fashion decisions and inspires individuals to find style confidence by offering quality assortment, inspiring content, and a superior shopping experience”.

The fresh brand identity includes “a vibrant orange colour scheme, a modern wordmark, and a custom font designed to improve accessibility. These visual updates are designed to create an engaging and consistent experience for customers across all platforms”. The new visual elements will be gradually introduced across all Zalando platforms in the coming months.

There’s also a new feature within its Stories platform, “allowing customers to explore fashion through the perspectives of their favourite icons and tastemakers”.

The new campaign concept will “serve as the foundation for future campaigns” and is part of a wider new brand positioning built around the idea of style confidence. It provides a unified framework for an engaging and inspiring shopping experience across all of Zalando’s fashion and lifestyle offerings”.

It’s been based on “extensive research that highlights what matters most to Zalando’s customers: high-quality clothing and brands, a sense of community, staying ahead of trends, and access to inspiring content”.

The company’s senior VP design, marketing and content, Anne Pascual, said that “building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a greater role in our customers’ lives. This evolution is all about style confidence and redefining how our customers connect with fashion and lifestyle”.