How do you make Sandro desirable to new audiences — young, multicultural, from all backgrounds? Not through a campaign. Through a reappropriation: letting GenZ creatives take ownership of the brand and tell it with their own voice.

- Selection of 5 Zone Libre talents in fashion design, storytelling, photography, video
- Immersive dive into the brand: history, values, and collections
- Face-to-face sessions between the brand and the young talents for strategic and creative exploration
- Creative proposals and collaborative exchanges
- Look creation and film production
- Publishing across Sandro’s and Zone Libre’s social channels
- Results analysis

- 6 looks designed with the sensitivity of our young designers, based on Sandro’s FW2025 collection — new mixes, layering, and compositions
- A storytelling crafted to bring these looks to life in the most spontaneous and sincere way possible
- 3 complementary video formats created for social media:
• Narrative films for depth and authenticity
• Trend videos for performance and reach
• Look-focused videos for styling emphasis
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All creations are available on Instagram and TikTok: @zonelibrecollectif

A first pilot. No paid media. No pre-existing audience.
— 70k organic views TikTok/Instagram Sandro + ZL
— +59% completion rate on TikTok vs Sandro average
— +13% views among 18-24 on Instagram vs Sandro average
— Total organic reach 74% among 18-34 audience:18-24 = 32% of views / 25-34 = 42% of views