Tananai is the face of the new Zalando campaign «What do I wear to steal the show?», an ironic advert that combines fashion, everyday life and style.
Sanremo is an opportunity to talk about music, of course, but also about style. And while the wait for the new edition of the Sanremo Festival is at its peak, Tananai returns to center stage in a different role, that of the protagonist of the new Zalando campaign.
The claim is direct and plays with a question that everyone, at least once, has asked themselves in front of the wardrobe: “What do I wear to steal the show?”. A question which, close to the most media-focused week of Italian music, takes on an even stronger meaning. Because if Ariston is the temple of the outfit studied down to the smallest detail, the Zalando campaign reverses the point of view and brings the stage into everyday life.
The 30-second spot revolves around a small short circuit between fame and normality. In a crowded bakery, a fan approaches Tananai for a photo. Everything seems to follow the script of the celebrity recognized on the street, until the entrance of the baker, with an impeccable look chosen on Zalando, shifts the attention of customers and smartphones. The cameras turn, the artist fades into the background, the real protagonist becomes her. It’s an ironic twist on fame, but also a clear statement: style isn’t reserved for the stage.
In the previous frames we see her scrolling through the Zalando app between one focaccia and another, demonstrating that inspiration can arise in the most ordinary moments. In the finale, Tananai himself is surprised by the idea and begins to explore e-commerce in search of outfits capable of reflecting his identity. A meta-narrative game that works precisely because it is grafted onto an artist who has made irony and authenticity his signature.
After songs like Tango and Baby Goddamn, Tananai has established himself as one of the most recognizable voices of the new Italian pop generation. His journey in Sanremo, between debuts and returns, transformed him into a familiar face to the general public. Not only for the music, but for that spontaneous attitude that makes even a story in which a baker “steals” the show credible.
