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Zendaya's Latest Smartwater Campaign With the Help of British Fashion Council Is Marketing Genius

by Otonye Senibo

Zendaya, the stunning American actress and singer, has captivated audiences on the silver screen and dazzled us with breathtaking looks on the red carpet.

In June 2022, Zendaya took on a new role as the Global Ambassador for smartwater, transforming the perception of hydration into a stylish and luxurious experience through her charismatic presence.

Last year's campaign, "Keeping it Smart," celebrated individuals unafraid to break free from conventions while addressing global water crises. Beginning in Zendaya's hometown of Oakland, California, the campaign partnered with the Global Water Challenge's "Women for Water" initiative, striving to ensure clean water access for every woman and her community.

As the face of smartwater, Zendaya embraces her role with flair, demonstrating how fashion and hydration seamlessly intertwine. Drawing inspiration from smartwater's logo, colors, and the element of water itself, Zendaya effortlessly showcases fashion-forward looks crafted by emerging designers such as Chet Co, Conner Ives, Di Petsa, Nensi Dojaka, and Aaron Esh, in collaboration with the British Fashion Council.

Nensi Dojaka, winner of the LVMH Prize for Young Designers in 2021, stands among a cohort of London-based emerging fashion designers who have created exclusive outfits for Zendaya's latest smartwater campaign. 

This talented group of designers has lent their innovative perspectives to Zendaya's campaign, infusing it with fresh creativity and fashion brilliance.

In her debut campaign, Zendaya wore a simple white top, exuding effortless elegance. For the second edition, smartwater joined forces with the British Fashion Council's talent support platform, Newgen, elevating the campaign's fashion credibility to new heights. 

Collaborating with these visionary designers allowed smartwater to weave together the worlds of hydration and haute couture in a mesmerizing symphony.

The collaborative effort resulted in captivating designs that not only enhance Zendaya's allure but also amplify the connection between fashion and hydration. Celebrity stylist Law Roach, a notable figure in the fashion realm, handpicked all designers involved in the project, ensuring a harmonious blend of creativity and style.

In the main campaign film, Zendaya graced the screen wearing a bespoke flowy blue dress designed by Newgen alumni Nensi Dojaka, drawing inspiration from her line's fall 2023 collection. 

Additionally, Zendaya sported water-inspired creations by Conner Ives and Chet Lo, embodying the fluidity and grace of water itself.

This brilliant collaboration goes beyond fashion; it's a statement of artistry, innovation, and the seamless integration of style into everyday experiences. smartwater and Zendaya have not only redefined hydration but also forged a bond between fashion and beverages that is both inspiring and enchanting.

Edited by Emily Duff


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