The global fashion industry is facing a dilemma. Young consumers crave wardrobe freshness, while adopting a more conscious attitude to fashion consumption. That’s not an easy balance, but Zalando is stepping up to the challenge with a new category that allows pre-owned clothes to be bought and traded on the Zalando platform.

We were tasked to create a social-first, dinner talk-worthy, fashion-credible soft launch campaign to go along with this first-of-its-kind initiative for Zalando. Knowing that the customers are fashion leaders, we decided to call on them to Lead the (ex)change. Shot by Nick van Tiem, the campaign shows the journey one single item can take and the infinite possibilities available to those who find, trade, and re-style pieces on the platform.

The campaign is launched across Europe starting in September. The experience of buying pre-owned will be just as smooth and intuitive as buying from Zalando’s new assortment, which VP of recommerce Torben Hansen, spoke about in a recent interview with Vogue Business. “We believe by doing that we can really bring pre-owned to the mainstream consumer.”