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Online fashion platform Zalando is showcasing its summer collection with a celebration of gender fluidity and body positivity.

The ad begins as a group of men record a freestyle rap on Instagram Live, which travels through the web at lightning speed to reach people from all walks of life, including LGBT+ couples, plus-sized models and disabled people. A trans person showcases their post-op scars online as people continue vibing to the ad’s hip-hop beat. It ends with the tagline "this is all here to stay" – a nod to the brand’s commitment to sustainability, diversity, inclusion and female empowerment.

The digital campaign launched alongside outdoor activity. It was created by Lukas Rohde, Omar Khairy, Blaz Verhnjak, Sebastian Lyman and Karin Reinecke. In February last year, Zalando launched a spot that said farewell to stereotypes, "Zerotype".