Matchday.

Football shirts left the stadium years ago. In most cities they are now worn by people who have never been to a match, and Zalora's matchday story starts from that fact.

So it stays away from the pitch. A school gym with a polished floor, a corridor of red lockers, a concrete stairwell, a blue sofa against a blue wall, a mustard room with a vintage armchair, a changing-room bench. The jerseys are styled the way people wear them now: with a cargo maxi skirt and a headscarf, with wide jeans and a red bag, with a white tulle skirt and loafers, with a tartan mini and white socks. The women lead every frame; the men stand behind them, where the kit is just part of the outfit.

There is exactly one goalpost in the whole story, and the woman leaning on it is not about to play.