Zalando x Smarts: House of Dagmar Collection Launch


When it comes to impact on the environment, it’s very clear the fashion world needs to do better. For a consumer, it’s difficult to navigate the noise made around this by brands - which are genuinely green and which are, quite simply, greenwashing?

Zalando – Europe’s leading online platform for fashion and lifestyle – is on a mission to become a more sustainable fashion platform with a net-positive impact for people and planet. As part of this, Zalando launched the Sustainability Award, in partnership with Copenhagen Fashion Week, to spotlight up-and-coming brands that are driving sustainable change in the industry. Swedish brand House of Dagmar (HoD) were deemed the winners in Feb 2021. Their prize? To partner with Zalando to launch a capsule collection.

This Zalando x Smarts campaign went above-and-beyond traditional PR to drive transparency around sustainability, resulting in real connection with the GenZ target audience and the highest brand sales ever.