Music and fashion have been inextricably linked since the Swinging Sixties made bands into teen stars that needed to look as good as they sounded. Having said that, we have always been a little wary of brands using music as leverage for publicity and sales: our youth was the era of underground (punk in Graham’s case, hip hop in Robin’s), and the mere whiff of commerciality was the ultimate no-no. But we live in different times, and retailers such as Zalando (especially since their partnership with High Snobiety) have understood that it is a two-way road: they profit from being associated with young, cool bands, but the latter gain exposure at the start of their careers. As for the young fans, they don’t care as long as they get the chance to experience their favourites.
With that in mind, Robin jumped at the chance to join Zalando at one of its mini festivals in Aarhus recently, especially as it involved a flight on the very glamorous seaplane service from Copenhagen’s harbour. Based around their streetwear and culture platform, The Corner, the event was one of a series that Zalando actually curates and hosts (rather than just putting its logo on the backdrop). This one involved sets by MAS and Sira Jovina and was, for sure, a summer highlight for the young audience, keen to see artists perform in their hometown. It’s an event that obviously aims to boost sales for the retailer but also highlights that no one can work in isolation and that commerce and culture feed off each other. And the sight of kids experiencing and loving live music was enough to melt even our cynical hearts.
