Etailer Zalando has partnered with rapper, producer, actor and model A$AP Rocky for its spring campaign, called Fashion Remix. The print and digital campaign centres on a mythical hotel at which A$AP and his four female guests, including supermodel Jourdan Dunn, remix their wardrobes.
As well as Dunn the campaign and film features Andreea Diaconu, Kris Gottschalk and Julia Nobis modelling a mix of “high and low” brands form the Zalando site in the surreal hotel setting to a backdrop of A$AP tunes. In the film each model arrives at the hotel dressed immaculately and A$AP, who is known for his elevated street style, “empowers” them to mix up their looks.
A$AP performed at the Zalando-owned fashion consumer-facing fashion event in Berlin, Bread & Butter, and Zalando VP brand marketing Carsten Hendrich said it was “very excited” to continue its association with the leading music and style influencer.
“Remix Fashion’ is all about encouraging women to dare to mix high and low, brought to life by A$AP and the four female talents. With this music-meets-fashion film, we bring something new and unexpected to our customers to inspire them,” Hendrich said.
The film was shot in Los Angeles by New York-based director Gordon von Steiner. It forms the editorial centrepiece of the digital campaign and is further translated into print, out of home and Zalando-owned channels. The Remix Fashion SS17 campaign goes live this week.