Zalando: Icons of Style

Nov 2025

Zalando's Icons of Style campaign explores the intersection of football heritage and contemporary fashion. Developed by agency Jung von Matt, the project juxtaposes archival footage of historic matches with studio portraiture and backstage documentation. The narrative features a cast of athletes and models styled in classic soccer jerseys, tailored outerwear, and casual apparel. The visual approach integrates vintage film characteristics with modern transitions, anchoring the sportswear aesthetic across field and locker room settings. The execution utilizes a blend of retro 1980s-inspired motifs and analogue film aesthetics to draw parallels between legacy athletic gear and current street style.

Horizontal, Cinematic, 1980s, Retro

Analogue / film

Advertising Campaign