What Do I Wear? Holiday ’25
Zalando brings a stylish and cheeky edge to the holiday season

This campaign marks the next evolution of Zalando’s platform “What Do I Wear?” (launched in 2024) which celebrates creative freedom and experimentation through relatable fashion dilemmas. We moved beyond the generic holiday sentiment and captured the real, relatable family-filled drama with outfits to match. Through scenes of festive events, hometown hangs, and family dramas, the campaign proves that Zalando has the answer.

Directed by the Weiland Brothers, the hero films drop us right into the wild dynamics of the ‘Lazonda’ family. It’s messy, relatable, and constantly stylish.Through scenes of festive dinners, last-minute plans, unexpected kisses under the mistletoe and chaotic hometown hangouts, each character uses Zalando’s inspiration tools for their fashion finds. With a cast featuring renowned editor Tish Weinstock, actor Oliver Green, models Thomas Meacock and, Indira Scott, and public figure “The Spanish King,”, the story celebrates all the ways fashion helps us navigate the season – confidently, creatively, and with endless possibilities. Topped with your not-so-average festive carol the campaign is backed by the mysterious and fun track “HOHO” by duo Charlotte Adigéry & Bolis Pupul.

The visual world goes even further through photography by Anna Franchesa-Solano and stills by Rosie Marks, capturing the tension and tenderness of the season. 

Beyond film and out-of-home, this campaign even steps into the dating universe. In-app Tinder ads feature Lazonda family characters with outfits that spark inspiration for users getting ready to impress people they meet on the app. 

The campaign was launched Pan-European across key markets including the UK, France, Italy, Germany, Spain, Belgium, and the Netherlands.