Creative direction — Zalando — Directed by Aube Perrie
The real dolce vita has a touch of chaos and SJP can navigate through all, in high heels or Vans.
We continue asking "what do I wear?" — this time in the middle of a hot European summer, with Sarah Jessica Parker in a bustling piazza, changing outfits as the day shifts in front of her. Directed by Aube Perrie, the city is alive but chaotic and everyone has opinions. Along the way she meets Mahmood (a local star who knows how to handle the heat); construction workers playing to their own tunes; an angry Gen-Zer mid-argument on the phone; girls with a motorbike that won't start; all-nighters in sunglasses heading from rave to brunch.
Joy can be found in small but delicious things like: the perfect tiny Italian espresso, a late night pizza slice to debrief the party, risking a white outfit to eat gelato, or twinning with a statue. Sophie Jones captures these scenes with her keen eye, laidback posing directions, high contrast and rich colours. For socials we tapped into SJP's knowledge of fashion tea and tips, Mahmood's obsession with tank tops that show skin and the unlikely meet-cute of these two.
Creative Direction
Julie Maillard, Morten Grubak
Director
Aube Perrie
Photographer
Sophie Jones
Styling
Stella Greenspan, Louise Mcilroy
Talent
Sarah Jessica Parker, Mahmoo
Social Director
Arthur Couvat
Copywriting
Verity Charmer
Client
Zalando
Creative Agency
Mother London
Internal Team
Andreas Menelaou, Boy Freij