Since its inception in 2008, Zalando has made significant strides in the online world of fashion, becoming Europe’s leading e-commerce site. What was once initially an online destination for purchasing shoes has now morphed into a global voice for sustainable fashion.
The e-commerce goliath’s initiative, “Small Steps. Big Impact. by Zalando” is just one example of the company’s ongoing efforts to enable consumers to make sustainable decisions when it comes to fashion, without compromising on style. “Small steps. Big Impact. by Zalando” takes its cue from the capsule collection model, bringing together designers and brands to create a collection of clothing items that prioritises sustainable choices and by doing so, attracts a customer interested in fashion options with less of a carbon footprint.
Making the right fashion choices
The first iteration of the capsule collection launched in early 2020, proved to be such a successful endeavour that the company has since decided to extend the capsule collection to include both menswear and womenswear labels, bringing together eight European brands spanning Germany, Scandinavia, and Italy: Closed, Designer’s Remix, Henrik Vibskov, Holzweiler, House of Dagmar, Mother of Pearl, Mykke Hofmann and Progetto Quid. Each brand was selected based on their own sustainable track record and their ingenious approaches to creating fashion choices that are aesthetically beautiful and benevolent to the planet too.
Collaboration is the new black in sustainable fashion
Together with Zalando, these eight brands created a 116-piece collection under a shared aesthetic that champions sustainable materials and methods. Underpinning the collection is a focus on the perks of collaboration, particularly when it comes to making sustainability fashion’s first priority. By bringing together brands and designers who have already embarked on their sustainability journey, Zalando encourages constructive conversation and a collaborative effort to work towards a more sustainable industry.
“In the past few years, we have come a long way in providing greater transparency to identify more sustainable clothing. We want to make shopping sustainable fashion easy, enjoyable and provide the inspiration and information customers are looking for, all in one place,” said Kate Heiny, Zalando’s Sustainability Director.
“Zalando’s presence in the fashion industry places us in a unique position to introduce more sustainable fashion to our more than 35 million active customers in 17 markets by working together with partners that share our vision and ethics. We will continue to play our part to push the fashion industry forward on these topics.”
Starting 12 November, Zalando will begin to invite customers to explore the “Small Steps. Big Impact. By Zalando” collection in the Zalando Greenhouse. The Greenhouse functions as a virtual 360-degree showroom allowing visitors to virtually meet the designers of the collection, discover the pieces, and explore the story behind each collection through a dynamic blend of audio, imagery and interiors—all matched to the individual creative vision of each designer.
Each step makes a positive change
“Small steps. Big Impact. By Zalando” is just one step in Zalando’s broader sustainability strategy, do.MORE. Launched in October 2019, Zalando’s do.More strategy acknowledges the fashion industry’s negative impact on the environment and response, aims to make fashion part of the solution. Since the strategy launch, the company has striven to harness its scope, connections, scale and technology to influence positive change in the fashion industry with the ultimate goal of becoming a sustainable platform with a net-positive impact for people and the planet.