This new tie-in goes a few steps further than previous designer spotlights, for Marni, in turn, tapped four key Zalando footwear brands for this range. Iconic styles from Doctor Martens, Reebok, Timberland and Vans have been given a Marni twist, with the Italian fashion house tweaking shapes and varying leather textures in putty beige, black, white and olive. The Marni fringe also makes a starring appearance on models like the Reebok Club, Vans Authentics and Dr. Martens loafers and oxfords.
The men’s and women’s range encompasses 19 models and is priced between 130 euros to 200 euros, or $142.70 to $274.35 at current exchange. The launch will be supported by a full-circle campaign created together with Marni and photographed by Philippe Jarrigeon. To be featured are an online video, outdoor and digital ads, and social media presence with four bloggers each writing about one of the four partner brands.
Marni’s director of special projects, Carolina Castiglione said, “The collaboration with Zalando is an opportunity to experience and appreciate the Marni aesthetic from a new perspective. Zalando’s digital approach has stimulated our creativity in a different way. The common idea was to give styles with very well-known and established personalities a special Marni touch.”
“Together with Marni and the partner brands, we wanted to go further and do something that stood out, was unexpected and disruptive,” commented Jolanda Smit, global head brand communications at Zalando.
— By Melissa Drier