Zalora loves local! At least that’s what Rocket Internet-backed fashion e-commerce store is saying with its new online brand campaign.

Launched today, its collaboration with Singaporean singer-songwriters Nathan Hartono, Cilla Chan, Sezairi Sezali, and Ming Bridges will see a YouTube masthead space showcasing the artists (dressed in Zalora outfits, no less) and curated landing pages highlighting the various talents and styles of each musician.

For a full day, the flash-animated mastheads will also include shout-outs to each artist, which links back to the campaign site. Users can click through to see the campaign’s ‘shop-in-shop’, which features exclusive content such as a photo shoot and musical performances. With this initiative, Zalora is promoting local fashion as well as home-grown talent.

The campaign will be supported across all of Zalora’s marketing channels including social media, search and direct marketing.

Read also: Is Rocket Internet losing its grip in Southeast Asia?

Dione Song, Marketing Director, Zalora Singapore said, “The worlds of music and fashion are all about expression, so the lines between the two are often blurred.” She added that the latest campaign seeks to provide the “support and attention” the music scene in Singapore deserves.

Going local can be a good strategy for many companies. Just yesterday, Zalora spoke of its plans to launch a marketplace for independent sellers in each of its eight markets and the ‘local’ campaign is in accordance with its plans.

The move marks Zalora’s first attempt in advertising with a masthead format. An official company statement noted that utilising such a format and platform for promotional purposes on YouTube is still very much new to Southeast Asia, and that it is not yet available in countries such as Vietnam and Thailand.