What Do I Wear? SS’26
Zalando celebrates the real European summer with Lily Collins
From packed terraces to hidden gems, Zalando’s Spring/Summer ‘26 campaign celebrates the authentic, unedited energy that makes the European summer so iconic, starring Golden Globe-nominated actress Lily Collins.
The campaign marks the debut of Lily Collins as Zalando’s first-ever global brand ambassador who acts as a true insider of the warmer months in Europe as she navigates the season’s most relatable moments.
From finding a hidden cove, squeezing into an impossible packed terrace to making her own seat in a crowded square, we capture the cultural richness and beautiful chaos of the sunny seasons, moving past clichés to show a spring and summer that is unpredictable as it is iconic.
By pairing cinematic storytelling with Zalando’s curated assortment, we put the brand and the universal question “What Do I Wear?” right at the heart of the European spring and summer, and show Zalando has all the answers to solve your style dilemmas and help you confidently own the season.
Alongside the hero films directed by the Weiland Brothers, the visual world extends into digital out-of-home photography by Rosie Marks, styled by Pau Avia, and social assets featuring Lily Collins and fashion commentator Lyas.