for the Fall/Winter collection, an invitation addressed to every customer to express their style according to their own rules. Instead of conforming to rigid trends, Zalando reinvents the act of dressing as a gesture of creative freedom.
Against the vibrant backdrop of a lively marketplace, the campaign introduces the concept of “lookalikes” as a playful visual element. As Uma Thurman walks past stalls with fresh produce and vintage items, she encounters surprising reflections of herself – a metaphor celebrating the idea that inspiration is born everywhere and in everyone.
PinkPantheress enters the scene bringing her own style and characteristic spontaneity, reinforcing the campaign’s message: identity, experimentation, and self-confidence.
“It was a joy to be part of this campaign,” says Uma Thurman. “It has a playful and surprising air, enhanced by the beauty of Portugal, almost transformed into a central character of the story.”
PinkPantheress adds: “I approach music and fashion in the same way, trying, mixing influences, and discovering what resonates with me. This campaign speaks exactly about that freedom to play and to be yourself.”
Curated by the acclaimed stylist Pau Avia, photographed by Lukas Wassmann, and brought to film by the directorial duo Bradley & Pablo, the campaign combines high-fashion energy with a cinematic narrative sprinkled with humor. From bold proportions and rich textures to layers worn with confidence, the Fall/Winter 2025 collection inspires moments of joy, self-assurance, and creative expressiveness in everyday clothing choices.
To amplify this creative spirit, the campaign brings to the forefront Boards by Zalando – a new feature now available across all markets. These visual inspiration boards give customers the possibility to discover, collect, and organize ideas according to their own style. From thematic selections such as “Farmers Market” or “Burgundy Bliss” to user-curated looks for workouts, Boards turn inspiration into action and make the process of personal expression more intuitive than ever.
Sara Spännar, VP Brand & Creative at Zalando, says: “At Zalando, we believe that choosing an outfit should be a source of confidence, not stress. This season, we want to remind customers that inspiration is everywhere – in colors, in textures, in the people around us. It has been a true joy to see Uma Thurman and PinkPantheress bringing their magic to the set. We are delighted with the final result.
