Zalando celebrates European summer in style in a new campaign with brand ambassador Lily Collins 

• The Spring/Summer 2026 campaign marks the debut of actress and producer Lily Collins as Zalando’s first-ever global brand ambassador, showing how she navigates the European summer like a local.
• The campaign celebrates the authentic, unedited energy – from packed terraces to hidden gems – that makes the European summer so iconic.
• Once again, Zalando plays with the universal question “What Do I Wear?” to show that you can find any style you are looking for on Zalando.  

BERLIN, 9th March 2026 // Zalando, Europe’s leading online multi-brand fashion destination, launches its Spring/Summer 2026 campaign today. Starring Zalando’s first-ever global brand ambassador, Golden Globe-nominated actress Lily Collins, the campaign celebrates the vibrant energy, spontaneous activities and diverse fashion of the warmer months in Europe. 

In her official debut campaign with Zalando, Lily Collins acts as a true insider of the European summer. Having lived and worked across the continent, from London to Rome, she brings a lived-in, local perspective to the universal question of “What Do I Wear?” 

Collins navigates the season’s most relatable moments: finding a hidden cove, squeezing onto an impossibly packed terrace, or simply making her own seat in a crowded square.

Zalando captures this cultural richness and beautiful chaos, moving past clichés to show a summer that is as unpredictable as it is iconic. By pairing cinematic storytelling with its curated assortment, Zalando inspires customers to solve their daily style dilemmas and confidently own the season on their own terms.

Sara Spännar, VP Global Marketing at Zalando, says: “It is fantastic to work with Lily this year. She truly embodies style confidence – something we always want to bring to our customers in everything Zalando does. Choosing what to wear is a daily ritual that reflects how you want to feel. Starting the year by capturing Lily’s spontaneous energy in answering the question of ‘What Do I Wear?’ makes the season so special for us.”

Lily Collins says: “There is a specific kind of energy in Europe when the sun finally stays out and everyone is just living on the streets, in the plazas or hunting for that one perfect, quiet spot by the water. I’ve spent so much time moving between different European cities, and I know that 'What Do I Wear?' feeling when the day starts at a coffee stall and ends somewhere completely unexpected. I’m thrilled that my first campaign with Zalando celebrates that real, unpolished side of summer.”

In addition to the hero videos, the Spring/Summer 2026 campaign also features a series of digital out-of-home and social assets featuring Lily Collins and fashion commentator and content creator Ly.as. It goes live across all Zalando channels on 9 March 2026, and will be rolled out across all Zalando markets. 

Campaign credits:

Creative Agency: Wieden+Kennedy Amsterdam 
Film Production: Love Song (Director: Weiland Brothers) 
Photography: Rosie Marks
Stylist: Pau Avia