Charli XCX knows better than most that fashion is about storytelling. ‘I think clothing is the most immediate thing people can try and analyse you from,’ she tells ELLE. ‘You wear an outfit and then people assume, “Oh, she must be that kind of person”.’
If that’s true then the British singer-songwriter has, over the years, become several new people: soft-grunge icon; all-American cheerleader; and, on the cover of her 2022 album Crash, hyper-sexualised, bikini-clad ‘hot girl’.
She’s always marked her musical eras through reinvention, creating characters that signal the shifts in her sound and creative vision. It’s a journey she’s retracing for Stories on Zalando, a new platform that’s all about inspiration, and which transforms shopping into an immersive, interactive experience.
Charli stars in the first Zalando Cover Story, a series chronicling the fashion lives of some of the world’s biggest style icons. As Zalando takes us on a tour of ‘Planet XCX’, from Charli’s grungy beginnings to her current minimalist phase, there are opportunities to shop pieces from the singer’s own moodboard.
Right now, she’s finding inspiration in simplicity, favouring timeless classics she hopes live in her wardrobe forever. As she tells ELLE at an exclusive launch event for Stories on Zalando in Berlin, she’s feeling confident in who she is. ‘I like to express the way I feel through my clothes, but also, it’s not that big of a deal. I am who I am, whether I’m wearing a floor-length dress on a red carpet or some skimpy, tiny skirt.’
Stories on Zalando is about connections
In her Zalando Cover Story interview, Charli explains that her ever-evolving creativity is usually influenced by the people she comes across in her everyday life. She might meet a person at a party whose story finds its way into a song lyric, and whose style finds its way into her own wardrobe.
The same is true for most of us. As we travel through life, the people we meet inform who we want to be and how we want to dress – consciously or not, in real life and through screens.
It’s why Zalando created Stories on Zalando, bringing together a global community of fashion insiders, celebrities and trendsetters. Each has a unique perspective and a strong point of view on fashion.
Swiping through the Stories on Zalando hub, you’re presented with an eclectic mix of short videos, style advice, guest edits, introductions to new brands and in-depth interviews (Stories will also appear across Zalando’s website, app and social channels).
It’s a place to find inspiration, discover new perspectives and seamlessly shop the clothes seen on your favourite style icons. New content drops each week, with a new Cover Story as well as four other ongoing series: Style Bible, Guest Edit, The Perfect X and Unpacked.
At the launch event in Berlin, on 13 September, guests were treated to a deep-dive into Stories on Zalando. A series of installations expanded on its storytelling, including an immersive bedroom set representing Charli XCX’s style and creativity. The singer also gave an exclusive performance, topping a line-up that included avante-garde musician Sega Bodega, visionary hair stylist Taiga Sato and floral designer Misha Todirascu of Studio Linné. While the event was invite-only, Stories on Zalando is open to all, and ready to spark new ideas for you.
Experience Stories on Zalando
