Zalando: Inclusive Shoe Collection

The Brief:

Zalando’s “Walk a Mile” campaign showcased the brand’s commitment to truly inclusive fashion – launching a unique new designer shoe range, driven by insights from the fashion platform’s sponsorship of Helsinki Pride, for anyone struggling to find the footwear they love in their size.

The retailer's size-inclusive shoe collection started with a genuine human insight story: in 2021, while sponsoring Helsinki Pride, it was highlighted that many within the LGBTQ+ community (and beyond) were finding it difficult to locate shoes in larger sizes. As well as a lack of choice, this was forcing many into uncomfortable, ill-fitting options, and leading some to consider more drastic measures such as surgery to reduce the size of their feet.

Two years later, the fashion platform had collaborated with seven designer brands: Filling Pieces, Rejina Pyo, Holzweiler, MISBHV, Elleme, GCDS & Eckhaus Latta to create an industry-defining size-inclusive collection.

Strategy and Implementation:

Across an integrated PR, social and influencer, and experiential campaign, we showcased those who struggled to find the footwear that expressed them – from the stories of four ordinary Berliners, to the struggles of trans and cis-gendered models during shoots and shows.

Every part was driven by unique imagery from edgy and unique fashion photographer Tom Blesch, styled with gender-bending fresh takes on fashion from stylist Glen Mban.

Our social, influencer and talent campaign cast four authentic individuals who could share their varied experiences with the lack of larger shoe sizes in fashion – from the struggles of trans and cis gendered models with sizes during shoots and shows, to the ability to self-express freely with fashion,

To achieve our goal of genuine diversity and inclusion, we worked with an external casting agency to find four ordinary people in Berlin from different walks of life to interview – illustrating the real lives affected by a lack of larger shoe sizes, and offering a raw perspective of what it means to Walk A Mile in someone else's shoes. 

These ‘Stories from the Streets’ were showcased at the heart of our Walk A Mile gallery: in advance of the launch of the Inclusive Shoe Collection, Zalando hosted over 120 guests at this exhibition event in Berlin – using authentic storytelling in the form of impactful poetry pieces celebrating eight inspirational individuals, as well as anecdotes from the campaign talent, brands and beyond.

Guests attending the Walk A Mile Gallery were also given a unique pamphlet, ‘Footnotes’, a window into the world of size-inclusive footwear that tells the stories of those pioneering a more diverse fashion industry (with the name stemming from the use of footnotes in publishing; something that is vital but often overlooked, like lack of inclusion in footwear).

Results:

The campaign resonated with media and consumers, securing widespread top-tier press coverage and social reach, including:

Eurovision winner (and iconic drag queen) Conchita Wurst was gifted and wore the GCDS MORSO BOOTS UNISEX at the QueerBase Vienna Civil Courage Awards 2023, further highlighting the significance of inclusive shoes in LGBTQ+ spaces.