Zalando

Apr 2026

The latest campaign for Zalando, titled Lacoste - Life’s a game, serve with..., expertly synthesizes the heritage of luxury fashion houses with a contemporary, lived-in aesthetic. By positioning the iconic Lacoste aesthetic within the rhythm of urban daily life, the creative team, including photographers Florian and Sebastian and casting director Julia Valeska Nische, crafts a narrative that feels both aspirational and deeply grounded. Starring content creator Stefanie Giesinger, the imagery masterfully leans into an editorial lifestyle approach, capturing candid moments of movement and grooming against the backdrop of historic European stone squares and chic city streets. The execution relies on high-contrast and soft natural light to emphasize the rich, tactile details of the collection, from the structured accordion pleats of the signature handbags to the crisp, minimalist lines of the classic trench coats. This commercial campaign succeeds by creating an effortless interplay between high-end accessories and everyday settings, effectively modernizing the brand’s legacy without sacrificing its timeless character. Through carefully curated compositions, the work channels a sense of relaxed elegance, proving that even the most structured fashion pieces can integrate seamlessly into the complexities of a modern routine. The result is a visually cohesive series that balances commercial polish with a warm, authentic human perspective, ensuring that each frame resonates with both style-conscious audiences and casual observers alike.

Lifestyle, Commercial

Natural light

Luxury Fashion Houses, Fashion