What: Zalando is looking to go bigger in streetwear and has bought a majority stake in Highsnobiety, the media brand at the crossroads of streetwear and luxury.

What it is important: Highsnobiety will act as a strategic and creative consultant to Zalando, but also “retain its editorial independence, with creative agency work remaining fully autonomous and management structure unchanged.”

Highsnobiety’s art of turning stories into products and products into stories, will bring Zalando these capabilities to their commitment toward fashion inspiration, and together they can reimagine the future of content and commerce. Zalando’s unrivaled expertise in scaling e-commerce platforms will bring Highsnobiety to the next level.

For the deal between Highsnobiety and Zalando, Highsnobiety was advised by Liontree, V14 – Vogel, Heerma & Waitz, and Taxess. Zalando was advised by White&Case, PwC, and McKinsey.

Zalando buys control of Highsnobiety