Development and execution of a first-of-its-kind cross-brand collaboration between a global fashion house and a suite of leading international footwear brands
ITB were approached by Zalando to help develop a pioneering cross-brand collaboration between a global fashion house and a suite of leading international footwear brands.
The task was to engage a fashion brand/designer to collaborate a selection of the worlds most iconic styles to be sold as one collection exclusively on Zalando’s website.
Italian luxury brand MARNI was chosen to re-imagine some of the most popular styles from four leading brands within the Zalando portfolio: Reebok, Vans, Timberland and Dr. Martens.
The luxury Italian fashion house designed 19 limited edition pieces for the #StepIntoMARNI collection, available exclusively at Zalando from October 2016.
The collection was officially introduced to the public at Bread&Butter festival in Berlin, where visitors could step into MARNI’s artistic and surreal world by taking a walk behind the scenes on set of the new campaign.
Visitors were also presented with a one-of-a-kind showcase, where the limited edition shoes were introduced to the public for the first time using augmented reality.