Dresscode: Freedom

Agency: Grey


Zalando breaks the patterns of fashion advertising: Pride pioneers star as faces of the new campaign
As part of Zalando’s campaign, Finnish Pride pioneers are donning the kinds of outfits they were dreaming to wear long ago – already when dressing so freely was taboo. Dresscode: Freedom campaign is a thank you letter written with joy and style to the forerunners of the LGBTQ+ cause, as it highlights the stories of the pioneers serving as the faces of the campaign. The campaign was designed and executed by the Helsinki-based creative agency SEK.
Dresscode: Freedom shines the spotlight on Finland’s LGBTQ+ pioneers and activists. The pioneers serving as the faces of this campaign get to dress in the kinds of outfits they were longing to wear decades ago, but were unable to because of the prevailing intolerance – or the fear of being labelled mentally ill or a criminal. Zalando is the chief partner of Helsinki Pride in 2021 and continues to bring forth local LGBTQ+ influencers as part of the campaign.

This professional campaign titled 'Dresscode: Freedom' was published in Finland in June, 2021. It was created for the brand: Zalando, by ad agency: Grey. This Film medium campaign is related to the Fashion and Retail Services industries and contains 5 media assets. It was submitted almost 3 years ago by Julia Ruuskanen of SEK.


Advertising Agency: SEK, Helsinki, Finland
Photography Credits: Simelius Simelius


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