Zalando: Image of Generation Z

Zalando, Europe’s leading fashion and lifestyle platform, introduces the continuation of the global campaign 'Here to stay'. The activation 'Image of Generation Z' presents five polish representatives of Generation Z. Through their deliberate actions and daily activities they represent values such as inclusivity, diversity, body positivity, sustainability and equality. The campaign introduces five extraordinary figures from Generation Z to a wider audience. The actions of young activists, who create mostly on the Internet, are often downplayed while their voice is not heard. Zalando has decided to empower their voices and help them reach the public traditionally, but also unconventionally: by capturing the heroes of the campaign in very special portraits, painted by artist Justyna Grodecka - a representative of Generation Z herself. Physical images don’t fade away - they stay forever. Just like the values held by these young activists. Paintings were used in an OOH campaign, as well as in five murals created in three cities in Poland: Warsaw, Gdynia and Cracow. The Hero video, directed by Mikołaj Sadowski, tells the story of these five exceptional people. Each of them represents a different value, taking a stand on an important issue and communicating their point of view to the world. Kacper Kruz is a representative of the body-positivity movement. He’s an Internet content creator and model, who inspires plus-size people to make their dreams come true. He proves that fashion has no size, and love for our body is a supreme value. Ewelina Antonowicz represents sustainability. At age 22, she became coordinator of the polish department of Fashion Revolution - the largest international organisation dealing with the problems of the fashion world. Ogi Ugonoh is an ambassador of diversity. She believes that education is the key to fight against racism. That’s why she promotes diversity and supports initiatives such as #dontcallmemurzyn (Murzyn being the N-word in polish) and #czarnejestpolskie (Black is Polish). Bartosz Kloch, who was born without legs, became a representative of inclusivity. As he says, for most of his life he was ashamed of his disability and avoided the gaze of other people, until he decided to create his image on his own terms and painted his legs red to make them even more eye-catching. Now Bartek shares his life on Tik Tok. His mission is to give courage to people with disabilities. The voice of the LGBTQIA+ community is Kacper Potępski, a transgender influencer active locally and on social media. He took part in organising a fundraiser to secure chest binders for transgender people, and was one of the faces of the Campaign Against Homophobia #JestemPrzeciwkoTransfobii (I am against transphobia).