Ever wondered what's really going on in Amsterdam? Or what are the real hotspots in Paris? Or why Warsaw is somehow the rising star in the metropolitan sky? All questionsZalandonow answered. With theinteractive platform Cultural TiesThey have created a digital meeting place for culture and fashion enthusiastsInsight into six European metropolisesto deliver. And with the help of locals who know what the hottest shit is.
Cultural Ties: Zalando’s platform explained
Broken down, Zalando wants to do one thing above all else: bring people closer to the street style culture of some major cities in Europe. And the best way to do this is with an interactive platform. On Cultural Ties you can experience the scene in Antwerp, Berlin, Stockholm, Paris, Amsterdam and Warsaw. This includes interviews with trendsetters, an interactive map of the hotspots in the respective cities (save now for your next city trip, please) and the most exciting brands and outfits that Zalando has identified using a tool. Cultural Ties from Zalando can also be understood a bit like perhaps the best travel preparation ever: Where can you eat in the hotspots, which shops should you check out and which looks shouldn't be missing in your suitcase.
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We don't want to dictate what streetwear should look like. We want to give a platform to those who promote streetwear as a form of cultural expression. There are many communities, for example in Antwerp or Warsaw, that are creative in the fashion sector and beyond. We want to support that. We see ourselves as an intermediary who connects different communities in different countries with different cultures and styles. That's what Cultural Ties is all about.
Daniela Klaeser, Team Lead for Streetwear Buying bei Zalando
Zalando Cultural Ties: A survey creates clarity
You can always claim a lot, but if there's little behind it, it's all a bit trivial. That's why Zalando commissioned the opinion research institute YouGov to conduct a large survey on the topic of street style culture. Over 21,000 adults were surveyed about this, the most important finding and perhaps the most exciting: 22 percent of those surveyed said that the local community is the greatest influence on their own style. And accordingly, Zalando has teamed up with exactly these communities.
From Antwerp to Warsaw: Cultural Ties on tour
Zalando went to the hotspots mentioned (Paris, Antwerp, Amsterdam, Berlin, Warsaw and Stockholm) not only to exchange ideas with the communities there, but also to create individual collections in collaboration with adidas. The result is not only Cultural Ties as a platform with tips and interviews from precisely these communities, but also six different T-shirts that will officially be available to buy at Zalando from December 4th.
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