What Do I Wear? AW’25
Showing that inspiration is everywhere when you have the right tools to see it
Building on our first iteration of Zalando’s “What Do I Wear?” platform, we launched the AW’ 25 campaign starring two cultural icons – Golden Globe award-winning actress Uma Thurman and multi-platinum artist PinkPantheress. The campaign reimagines fashion’s most relatable question positioning the Zalando App as the ultimate tool to inspire users to explore their style on their own terms – even at the farmer’s market.
When it comes to fashion, we often put ourselves in style boxes. Staying in our comfort zone and hardly ever experimenting. The Zalando App and all its new features were designed for you to break free from this, giving you personalised styling inspiration so you can confidently experiment with fashion again.
Directed by Bradley & Pablo, the hero film is set against the vibrant backdrop of a farmer’s market and features Uma Thurman and an entourage of lookalikes of hers, representing all her different answers to the most universal question of all time: “What Do I Wear?”. Each outfit inspires her to try something new this season as she saves all of them into her Zalando App. The campaign uses Zalando’s inspiration tools to turn outfit decisions into a playful and shared experience – one that makes style feel closer, fun, personal, and full of new possibilities instead of limitations.
Additionally, we created a series of online films featuring the same characters, with the addition of superstar PinkPantheress who brings her signature style and spontaneity, echoing the campaign’s celebration of identity, experimentation, and self-confidence.
“I experiment with music and fashion the same way - trying things out, mixing influences, and seeing what feels right. This campaign is all about that freedom to play and be yourself.” - PinkPantheress
The theme of multiplicity also comes through in our out-of-home, shot by Lukas Wassmann which show different outfits from the same trend, all set in the farmer’s market and answering the cheeky and relatable “What Do I Wear?”questions, showing there’s never just one answer.