Zalando, Europe's leading online fashion retailer, advocates a more inclusive fashion. To support its positioning "Free to Be", and because everyone should be free to wear what they want (whatever their morphology, age, gender or origin), we invited the public, influencers and their communities to assert themselves and to destroy (literally) the preconceived ideas of fashion.

A “punch operation” with thirty influencers, who met with their communities in Parisian neighborhoods, around bus shelters displaying sentences symbolizing clichés that persist in fashion: "It's not your age to wear that!", "Otherwise, they make the same in your size?" ... To break these diktats, they were invited to destroy the panel… literally !

After breaking free from this barrier, they were then able to discover clothes, which may have been criticized, or even controversial, but which they are now invited to wear, to defend a liberated fashion, the #FreeToBe movement !