Crack the Dress Code

Everyone knows the feeling. The invite arrives. The closet doors open. The panic sets in. What do I wear?

Zalando's brief was to own occasionwear — to become the first stop for anyone dressing for something that mattered. But the real insight ran deeper: the strict rules of occasion wear aren't just loosening, they're gone. And the people who know that are the ones having the most fun getting dressed.

Crack the Dress Code was an invitation to stand by your style — not despite the occasion, because of it. As Creative Director, I led the campaign from brief through a full shoot in Mallorca, delivering across paid social, display, owned channels, and e-commerce, as well as a campaign toolkit for other creative partners.