As is well known, trade is change. But what hasn't changed enough is the image that fashion retail paints. The dominant one is still tall, slim and, above all, young. This makes fashion an industry that simply does not sufficiently pick up on its target groups. Zalando has a completely different and inclusive approach to fashion. For the spring-summer-campaign, the brand wanted to engage with Austrians and launch an attention-grabbing (low-media-budget) campaign that would make the consumers understand that fashion by Zalando knows no size, shape and age.

To show the target audience, that fashion is for every size, shape and age, instead of booking billboards, print ads or tv spots and spend a lot of media budget Zalando only booked one very special model: the Venus of Willendorf. For the campaign several looks from the Zalando range were customized to the measurements of the 11 cm tall statue and showcased as part of the permanent Venus exhibition in Vienna’s Natural History Museum. The statue is highly popular and dearly loved by the Austrians, and so it was a huge challenge and stunt to dress the 25.000-year-old figure for the very first time in its ancient history.

For the unusual fashion show Zalando took over the permanent exhibition of the Venus, styled the statue with different looks and presented the newly dressed Venus for the period of one week. Visitors could not only experience the installation of age and body positivity, but also shop the different outfits directly on the spot, via QR Code. This way the Museum was turned into the brand’s very own pop-up store. Zalando’s owned digital channels were used to push the “one-of-a-kind influencer” and give the digital audience the chance to discover and re-shop the presented looks, too.

The unique campaign was a huge success. Visitors were enthused by the installation, the campaign’s message and the fact, that one of the country’s best-known landmarks was being shown in a completely new fashion. With no media budget spent, the unusual brand experience also managed to get covered by Austria’s biggest influencers and media houses. Additionally, the collection sold out quickly. The brand’s mission to advocate fashion for everyone was accomplished. Thanks to the Venus, it was clear: Fashion is there for absolutely everybody.