● The Spring Summer 2026 campaign marks the debut of actress and producer Lily Collins as Zalando’s first global brand ambassador, showing how she enjoys the European summer like a local.
● The campaign celebrates the authentic, unfiltered energy of the European summer, from the energy of crowded terraces to the hidden gems that make it so iconic.
● Once again, Zalando starts from the universal question “What should I wear?” to show that any style can be found on Zalando.
Zalando, Europe’s leading online multi brand fashion destination, launches today its Spring Summer 2026 campaign. Featuring Lily Collins, Zalando’s first global ambassador and Golden Globe nominated actress, the campaign celebrates the vibrant energy, spontaneous moments and diversity of styles that define the European summer.
In her official debut campaign with Zalando, Lily Collins appears as a true connoisseur of the European summer. Having lived and worked in several European cities, from London to Rome, she brings a local and authentic perspective to the universal question “What should I wear?”.
Collins moves through those moments of the season that anyone can relate to: discovering a hidden bay, finding a seat on a packed terrace or simply settling into a busy square. Zalando captures this cultural diversity and the spontaneous vibe of summer, moving beyond the usual clichés. The brand manages to reveal a summer season that is as unpredictable as it is emblematic for personal style. By combining cinematic storytelling with its curated selection, Zalando inspires customers to solve their everyday wardrobe dilemmas and enjoy the season with confidence, at their own pace.
Sara Spännar, VP Global Marketing at Zalando, says: “It is a joy to work with Lily this year. She truly embodies confidence in personal style, a quality we always want to offer our customers through everything we do at Zalando. Choosing what to wear is a daily ritual that reflects how you want to feel. Starting the year by capturing Lily’s spontaneous energy around the question ‘What should I wear?’ makes this season even more special for us.”
Lily Collins says: “There is a special energy in Europe when the days become longer and everyone lives outside, on the streets, in squares or searching for that perfect quiet place by the water. I have spent a lot of time traveling between European cities and I know very well the feeling behind the question ‘What should I wear?’ when the day starts with a quick coffee and ends somewhere completely unexpected. I am excited that my first campaign with Zalando celebrates the authentic, imperfect side of summer.”
In addition to the campaign video directed by Weiland Brothers and the images shot by Rosie Marks, the Spring Summer 2026 campaign also includes a series of digital out of home activations and social media assets featuring Lily Collins and fashion commentator and content creator Ly.as.
