AUCKLAND, Today: Leading European fashion and lifestyle platform Zalando has announced a partnerhips with NZ creative indie agency All is for All to create an innovative disability collection and campaign.
Zalando has 49 million customers across 25 countries. All is for All Aotearoa is run entirely by disabled people. The agency operates out of an office in Auckland’s CBD, and digitally around Aotearoa.
Zalando customers are now able to shop for inhouse-designed affordable adaptive fashion, specifically for people with sensory disabilities, who use wheelchairs or have prosthetic limbs.
While adaptive fashion is often sold at a premium. Zalando’s Private Label range is designed to offer accessible and stylish adaptive fashion across price and size in one place.
The wider collection, which includes adaptive fashion trailblazer Tommy Hilfiger, was curated by Zalando with support from All is for All.
The launch is supported by a creative campaign that places disability culture at its centre, celebrating the power, style, passion and experiences of a community often highlighted for its deficits.
All is for All’s disabled communications experts provided Zalando’s design, buying, media and campaign teams with strategic advice and supported Zalando to understand disability culture and authentic disability community engagement.
“All is for All is run entirely by disabled people. The agency operates out of an office in Auckland’s CBD, and digitally around Aotearoa.”
All is for All director Grace Stratton said: “The price of adaptive fashion is often a barrier for our community, so it was very important to help change this.
“Customers who purchase adaptive fashion on Zalando will do so at the same price as the in-house brand’s non-adaptive collections. This is a landmark step towards increasing the broader accessibility of adaptive fashion for the global community.
“Beyond its functional impacts, disability is a community, a shared lived experience, something to be understood, appreciated more deeply by non-disabled people and embraced.
“We supported Zalando as partners through this entire journey and in designing the positioning and messaging of this campaign.
“We are so proud of the way it portrays disabled people, and we are grateful for Zalando’s authentic partnership with us.”
Zalando VP Sara Diez said: “We want to learn from the disabled community and inspire our partners so that together we can continue building a delightful experience for our disabled customers and making fashion even more inclusive.”
All is for All launched in 2019 and has since grown to support diverse clients, including Te Pūkenga (as part of the appointed Clemenger Collective), The Iconic, and Global Brands Group.
About All is for All
All is for All started in 2019 with a clear goal in mind – to challenge the way the world sees disabled people
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