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In 2020, Zalando doubled down on its diversity, equality and inclusion efforts, hiring more LGBTQIA+ talent, promoting female leadership, and offering new lines from over 70 BAME-owned brands. But as racist, non-inclusive sentiment grew across Europe, it was time to publicly take a stand. Instead of simply promoting its spring collection, Zalando partnered with authentic voices from underrepresented groups to create a rallying cry for progress in the face of prejudice and discrimination. Here To Stay was about changing the definition of what true style really is. After all, trends come and go – but values are forever.