Highsnobiety, the hugely successful online – and later, in print – magazine has always prided itself on being a creative, informative and independent platform covering the whole spectrum of lifestyle.
So quite a few people were surprised when it was bought by online fashion behemoth Zalando in 2022. Sure, they had launched an online store in 2019 followed by their own collection soon after and, most innovatively, their Gate Zero retail stores at Zurich and Copenhagen airports (cool multi-brand stores selling the likes of Acne, Margiela and Comme des Garcons Play) but this was all small fry to such a retail giant.
Seems like Zalando were interested in Highsnobiety’s story telling skills after all (not surprising considering they were front runners in the utilisation of social media with Gen-Z).
Earlier this month we were flown to Berlin to experience the launch of Zalando Stories – a high gloss, beautifully produced digital platform that aims to inspire and inform readers about new trends (and sell clothes) via the personal recommendations of creatives and insiders.
Pulling together elements from good old-fashioned magazines to social media, the first ‘edition’ features among others British singer and producer Charli XCX, experimental florist Misha Todirascu and hair stylist Taiga Sato sharing opinions, insights and recommendations – all with all important shop-ability links of course! – to their personal style.
Promising regular updates, Zalando’s Stories can be found as a separate section on their app and regular shopping site.
And what’s next? Maybe our feature there?!
To check out behind the scenes at the launch in Berlin, go to our Instagram (@the_editors.co).
