Anomaly Berlin for Zalando

At no time was it prohibited or inappropriate for lovers and close family members to hug. Nor was it at any time not okay for lovers or close family members to love, kiss and hug each other. Not even during the pandemic.

The social constraint however having to hug everyone at first sight—strangers you haven’t yet come to know or trust… Where did that come from? How did such delusion get started? Would keeping your distance not be more appropriate and appreciated? Smooches here and there, cheek to cheek1 everywhere. Manufacturers addressing the consumer as old buddies, waiters and waitresses pretending to be your best friend…


  1. bis à bis[]