Zalando: Valentine's Day

Feb 2025

Zalando presents its Valentine’s Day campaign, a series of fashion editorials centered on whimsical, theatrical set design. The project leans into a narrative-driven aesthetic, using hand-painted props and illustrated backdrops to construct a modern fairytale atmosphere. Photographer Szilveszter Mako captures model Tess McMillan in a variety of high-fashion looks, ranging from structured evening wear to sculptural, avant-garde costumes. Produced by Eugenia Vicari with casting by Boutayna Fartale, the imagery utilizes clean, studio-lit compositions to highlight tactile textures and playful motifs. The visual style relies on minimal, consistent lighting and earthy color palettes, incorporating techniques such as editorial portraiture and artistic set dressing to elevate the commercial fashion presentation.

Editorial, Vertical, Warm, Clean

Textured Backdrop

Advertising Campaign