Capturing the carefree rhythm of a European summer.
Zalando has unveiled its Spring–Summer 2026 campaign with a major announcement: Lily Collins is stepping in as the brand’s first international ambassador. The campaign celebrates the spontaneity and style diversity that defines summer across Europe, blending fashion with the everyday moments that make the season unforgettable.
Framed through a cinematic visual narrative, the campaign follows Collins through scenes that evoke the spirit of a European summer discovering hidden coastal coves, finding a last-minute table on a buzzing terrace, or soaking in the atmosphere of a lively public square. At the heart of the concept is a familiar question that Zalando has turned into a creative signature: “What do I wear?” Through these spontaneous moments, the campaign explores how fashion adapts to the plans, moods and surprises that shape summer days.
Collins brings a natural authenticity to the story. The actress has long been connected to several European cities, including London and Rome, experiences that inform her perspective on the continent’s seasonal energy. Speaking about the campaign, she noted how the visuals capture the unique vibrancy that emerges when warmer weather brings life back to streets, terraces and coastal towns.
Courtesy of Zalando
From Zalando’s perspective, Collins’ appointment reflects the values the brand hopes to communicate through the campaign. As Sara Spännar, the company’s vice-president of global marketing, explained, choosing what to wear is more than routine, it’s a reflection of mood, identity and confidence in personal style.
Adding a playful cultural nod, the campaign also references the iconic song Aserejé, using it as a symbol of the shared energy that defines summer gatherings across southern Europe. The musical cue reinforces the campaign’s celebration of spontaneity, joy and the collective spirit that often accompanies the season.
Directed by Weiland Brothers and photographed by Rosie Marks, the Spring–Summer 2026 campaign launches March 9 across Zalando’s European markets and on the platform’s official website.
