Zalando Launches Enhanced Designer Platform with Rina Sawayama as New Ambassador

Zalando, a leading European online platform for fashion and lifestyle, has recently upgraded its offerings in the luxury segment. The company has introduced a new, boutique-style space on its website and app, dedicated exclusively to designer brands. This redesigned ‘Designer’ area aims to provide a unique and inspirational shopping environment, enabling designers to share their stories and showcase their latest collections, campaigns, and collaborations through dynamic and creative design elements.

The initiative, according to Lena-Sophie Roeper, Zalando’s Director of Designer and Luxury, is a response to the growing customer demand for personalized, engaging shopping experiences and an increased interest in designer labels. She noted that the luxury brand searches on Zalando have been consistently rising, offering the company a chance to become a go-to destination for both regular shoppers of contemporary and luxury items and newcomers.

The ‘Designer’ section boasts a diverse array of brands, ranging from heritage labels to advanced contemporary designers, high-end streetwear, emerging talents, and classic names. Among the featured brands are Lardini, Aspesi, Bally, Helmut Lang, Proenza Schouler White Label, Victoria Beckham, Missoni, Rabanne, Vivienne Westwood, and many others.

In celebration of this new venture, Zalando has announced a year-long partnership with Rina Sawayama, the British-Japanese musician and actor. As the new ambassador for Zalando’s designer and luxury fashion segment in 2024, Sawayama will be involved in various key fashion events throughout the year.

This latest development is part of Zalando’s ongoing commitment to enhancing customer experience and providing inspiration. It follows the introduction of ‘Stories on Zalando’, a visual-first shopping experience developed in collaboration with Highsnobiety. This feature allows customers to explore the latest fashion and cultural trends, discover unique personalities, and access exclusive brand collaborations, shining a spotlight on designer brands like GmbH and Ludovic de Saint Sernin, as well as special collaborations such as MM6xChenpeng.