Zalando’s Spring/Summer 2025 campaign brings to the forefront the everyday question, “What to wear?”, celebrating the creativity and joy of choosing an outfit.
Sarah Jessica Parker, award-winning actress, producer, and businesswoman, along with Italian singer and songwriter Mahmood, bring the campaign to life, revealing how they find confidence in their style.
Curated by stylist Stella Greenspan, the campaign playfully addresses this daily question. Zalando transforms this everyday moment into an opportunity for self-expression and inspiration.
BERLIN, MARCH 21, 2025 // Zalando, Europe’s leading online multi-brand fashion destination, launches its Spring/Summer 2025 campaign across Europe. The campaign features Sarah Jessica Parker, a four-time Golden Globe winner, alongside Mahmood, a multi-platinum Italian singer, composer, and style icon.
The campaign playfully explores the daily question, “What to wear?”—a question that people from all over the world answer several times a day in various ways. Zalando’s latest Spring/Summer ’25 campaign highlights the joy of dressing up, showing that fashion is not just about trends, but also about the confidence to feel good in every moment. Set against the backdrop of a lively urban piazza, the campaign takes viewers on a playful and effervescent style adventure. As Sarah Jessica Parker and Mahmood discover the season’s limitless outfit possibilities, fashion becomes a playground for self-expression—from relaxed daytime meetings to vibrant evenings in the city and romantic open-air encounters.
“Choosing an outfit is like telling a story about yourself,” says Sarah Jessica Parker. “Sometimes it’s intuitive, other times it requires more reflection. But what makes this Zalando campaign so special is the celebration of a daily ritual we all share. And most importantly, there are no wrong choices!“
Mahmood adds, “I’ve worn many bold looks on stage, but sometimes even I wonder: What to wear? when I’m late for a coffee with friends. This campaign is for everyone who has stood in front of the mirror and changed their outfit three times before stepping out.“
Curated by renowned stylist Stella Greenspan and with personal contributions from the stars, each look reflects the versatility and individuality of contemporary fashion, showcasing the key trends of Spring/Summer ‘25: from trompe l’oeil illusions to corset tops and retro prints. Moreover, beyond presenting trends, the campaign encourages customers to explore, experiment, and embrace their own unique style.
Sara Spännar, VP of Global Marketing, says, “At Zalando, we know that choosing an outfit is more than just a clothing decision—it’s a daily moment that reflects who you are and how you want to feel. We set out to celebrate this moment, and collaborating with Sarah Jessica Parker and Mahmood has been a true joy. We want to give our customers the confidence to express their style, no matter what their plans are for that day.“
The Zalando Spring/Summer collection is now available at www.zalando.ro.
