Denim All Day: What Went Down at Mall of Denim
Berlin, 13 September 2025. Cank, a cavernous industrial space on Karl-Marx-Straße, became a portal to Zalando’s Mall of Denim, a fever dream straight out of 2003. Levi’s®, adidas Originals, GAP, Only, Pepe Jeans, Tommy Jeans, Abercrombie & Fitch, Lee, and Wrangler (basically the entire denim hall of fame) all showed up—not just with clothes, but with experiences that breathed new life into everyone’s favorite fabric. Even Maybelline New York and NYX Professional Makeup had beauty stations that brought a touch of glam to the festivities.
The Levi’s® installation was the perfect venue to rediscover hidden passions and connect to fashion creativity. Guests could take part in the Levi’s® Maker Market, customizing their own jeans to create completely unique looks, take a still life class with models wearing full Levi’s® looks, and let their artistic side flourish in a crafting jam room. Even model Kadidja jumped in, revamping her pair on the spot. Crafty guests could stitch patches, experimenting with DIY denim fashion.
Tommy Jeans presented Tommy’s Newsstand, an interactive, downtown NYC-themed booth where guests could get “papped” wearing Tommy looks, and immediately appear on the cover of a tabloid called Tommy Jeans Edition. The vibe was casual-preppy, and people like Jelesika, embodied it perfectly: effortlessly cool and laid-back, but still hitting every look.
adidas Originals, meanwhile, came through with a different kind of energy: the opportunity to vamp up your Superstars (which go great with a fresh pair of denim, by the way). Fiona, already known for DIY projects and jersey upcycling, connected with the brand’s way of merging streetwear with denim.
GAP came through with a more nostalgic energy. Host and director Tsellot remembered when Berlin had an actual GAP store, and for her, being surrounded by the brand again felt like a time loop. “Denim has longevity. It’s workwear, for the people. Accessible. Timeless,” she said. The brand leaned into that feeling with a playlist workshop, where guests could curate songs and burn them onto CDs.
Wrangler grabbed everyone’s attention by turning a parked vintage car in the middle of the mall into a photobooth. People lined up to throw on cowboy hats, strike cowboy-core poses, and basically put on a full, denim-clad rodeo show. For style creator Dara, who’d describe his style as western-inspired and grew up being called Lucky Luke, staying with Wrangler felt like destiny.
To top it all off, the day culminated with a true Y2K mall inspired runway show, with the models strutting down the mall escalators in baggy jeans, cropped jackets, and double-denim combos. For a few minutes, the entire space felt like a catwalk. The denim was deniming to say the least. As happy, jean-clad customers filed out of the venue at the end of the day, one thing was clear: this wasn’t just a nostalgia trip. It was proof that denim’s staying power is undeniable—it will always keep reinventing itself, just like the people wearing it.
Head over to Zalando and find out more about the Mall Of Denim here.
