This is how the "Cultural Ties" project was born, focusing on six cities - Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw - that are driving the streetwear revolution.
Connection through collaboration
The goal was to build authentic connections with these communities, moving beyond the conventional approach of celebrity endorsements and mainstream trends. It was about amplifying the voices that truly matter in streetwear culture. The tastemakers who aren't just following trends, they're shaping them.
In Antwerp, Zalando worked with oona because they needed a partner who understood the ins-and-outs of this scene: a partner who could identify the true people with influence, and the untold stories that make each city’s streetwear scene unique. The task wasn’t just about raising awareness, it was about making Zalando an active, authentic part of these communities. Showing that Zalando isn’t too big to listen, and they know what’s up & who’s who.
When big data meets fashion
The formula to success was rooted in deep, local immersion. An approach designed to engage the true drivers of streetwear culture. Via data-driven storytelling & deep local knowledge Zalando created authentic connections. By combining hyper-local Zalando Consumer insights with YouGov’s emerging trends studies, oona crafted compelling narratives that reflected the unique cultural fabric of Antwerp.
oona services:
Community mapping & engagement: Consulting on local communities and hotspots
Contribute to local content production
Press release, press office & press relations
Press trips to Warsaw, Stockholm and Antwerp
Coffee table book for engaging press
Production & project management collaboration Adidas x Andy Roasters Merchandise
Fashionably close
The "Cultural Ties" project wasn’t just another campaign, it was a bridge between Zalando and the true KOLs of streetwear. It wasn’t about positioning Zalando as a distant, untouchable brand. Instead, it was about building real, lasting relationships with the communities that are defining the future of fashion. Zalando isn’t just a retailer or a platform, it’s an active participant in the cultural movement, amplifying the voices of fashion everywhere.
oona services:
Community mapping & engagement: Consulting on local communities & hotspots
Contribute to local content production
Press office (press release, local media assets, Q&A’s, Zalando & YouGov data)
City tours (press trip) in Warsaw, Stockholm & Antwerp
Local city tour & event in Antwerp for international press
Coffee table book for press
Adidas x Andy Roasters merchandise launch
Antwerp is the city, and the rest is parking lot
The Antwerp City Tour became a standout example of how Zalando could truly engage with local streetwear culture. It was selected as a best practice by Zalando for its authentic, hands-on approach to connecting with the community.
With streetwear insider Nick Haemels leading the way, the Antwerp City Tour was all about authentic connection. Highlights included customizing skate decks with Brabo’s hand, stops at VIER & Lockwood, lunch at Plump, and a coffee & DJ set at Andy Roasters. The tour wrapped up with a special MoMu event and insights from industry pros in an expert panel.
First we take Antwerp, then we take the world
The success of the "Cultural Ties" project was measured not just by the numbers, but by the shift in perception it created. Zalando didn’t just position itself as a fashion platform, it became a cultural participant. By amplifying the voices of those shaping the future of fashion, Zalando proved that they were far from unreachable. They are deeply embedded in the communities they serve.
