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Celebrating Modern Love: Zola and Schaaf's Unique Valentine's Day Initiative

In a heartfelt celebration of modern love, Zola, a leader in wedding planning, has unveiled its latest initiative
for Valentine's Day 2025, aimed at honoring the multifaceted journeys of couples across the globe. Partnering with the women-owned advertising agency Schaaf, Zola has launched the newest installment of their campaign titled 'For All The Days Along The Way', which emphasizes real stories of love and commitment.

A Multifaceted Approach to Love

Launched initially in 2022, the campaign seeks to portray the entirety of the wedding planning experience, reflecting its chaotic, beautiful, and unique nature. With this newest iteration, Zola introduces a captivating 60-second film crafted by acclaimed filmmaker Jess Kohl. The narrative centers around a recently married couple, sharing their unique experiences leading to their wedding day. It captures moments from their first date through navigating challenges such as a pregnancy loss, and concludes with their wedding reception — a poignant celebration of the journey that brought them together.

Data That Speaks Volumes

Earlier this year, Zola released its third annual First Look Report, surveying nearly 6,000 engaged couples about their wedding plans. The results revealed significant insights into contemporary relationships; 92% of couples live together before marriage, with a quarter having sought couples therapy, and 43% openly combining finances. These statistics underscore a departure from traditional paths, emphasizing that modern couples are defining their own unique journeys.

Allison Cullman, VP of Brand Marketing at Zola, emphasized the importance of recognizing that modern love does not always fit a fairy tale mold. She stated, "Building an enduring partnership, planning a wedding, and sustaining a marriage takes substantial effort, which deserves acknowledgment. We are grateful that many couples look towards Zola to help them realize their wedding visions, and we strive to empower them to celebrate love in a way that feels authentic to them."

Art That Tells Real Stories

To further embody this theme of love, Zola is hosting an art exhibit called 'Love in Full Bloom' at Fox Fodder Flowers in Brooklyn, NY, from February 11 to 14. This installation features six unique pieces commissioned specifically for this occasion, each representing the essence of authentic love stories through the medium of wedding bouquets. The artworks were inspired by real-life experiences, aiming to explore the challenges and celebrations of modern relationships.

The featured artists include:

• - Rossana Romero, a Colombian visual artist whose work is deeply rooted in personal themes such as family and migration.
• - Sasha Zirulnik, who distills her life experiences into graphic compositions that explore love and grief.
• - Zakiya Mowat, focusing on themes like entomology and the nuances of Black autonomy through a multidisciplinary lens.
• - Erika Choe, who challenges conventional views on body and technology through her sculptures and performances.
• - Melanie Izaguirre, currently a fine arts student whose diverse artistic mediums explore personal identity.
• - Isabella Mebarak, whose work melds unique materials, focusing on topics of gender and politics.

A Message Beyond Moments

Kendra Schaaf, CEO of Schaaf, articulates the campaign's essence, stating, "Zola sets itself apart with the insight that love transcends mere moments—it's a lifelong journey. This initiative honors the beauty within that journey, celebrating the resilience couples exhibit in their shared lives. Collaborating with Zola to share these stories is incredibly fulfilling."

As Zola and Schaaf honor love in its diverse and complex forms, they continue to challenge conventional narrative frameworks, emphasizing everyday moments and the enduring commitment that makes marriages meaningful.

About Zola and Schaaf

Zola has become a cornerstone in the wedding planning industry, with over 2 million couples choosing their services to navigate the sometimes overwhelming process of wedding planning. Their user-friendly, award-winning mobile app provides couples with all the tools they need to create their dream weddings.

Schaaf, established in 2023 by Kendra Schaaf, is an independent creative agency committed to helping brands resonate with their target audiences through authentic and impactful narratives. Their diverse client base includes established names such as Zola and Chobani.

With this latest initiative, both Zola and Schaaf continue to promote the message that love is truly a journey worth celebrating.