Zalando celebrates queer language and identity with ‘Mother Tongue’

As Pride is celebrated across Europe this summer, Zalando is launching Mother Tongue – a vibrant, culturally rich initiative that shines a light on the distinctive, witty and meaningful language of queer communities. Drawing from queer history and contemporary pop culture, Mother Tongue takes inspiration from the classic game show format, inviting audiences to laugh, learn and uncover the stories behind expressions that connect LGBTQIA+ people across the globe.

The result is a dynamic experience where humour meets heritage – revealing how inside jokes, clever turns of phrase and rooted expressions reflect shared experiences and nurture a sense of pride and belonging.

Much like language, fashion has long served as a powerful form of expression in queer communities – a way to signal identity, defy norms and claim visibility. Rooted in both fashion and culture, Zalando recognises the role each plays in storytelling and in creating space for authenticity, joy and self-defined expression.

Launching on 1 June, Mother Tongue brings together a charismatic host and a panel of LGBTQIA+ contributors who respond to playful prompts about emotions, objects and social moments – exploring a shared vocabulary shaped by wit, warmth and resilience.

“Language shapes how we see ourselves and how we’re seen by others”, says Sara Spännar, VP Marketing at Zalando. As an online destination that connects millions of people in Europe through fashion and culture, Zalando is committed to celebrate the diversity of our communities in ways that are both meaningful and joyful. Mother Tongue reflects our belief that representation goes beyond surface-level support – it should build understanding and inspire confidence. By celebrating queer language and how it travels across generations and cultures, we’re continuing our commitment to Pride in a way that is close to our hearts”

The initiative features a powerful line-up of LGBTQIA+ trailblazers, including:

• Miss Peppermint, drag artist, actress and activist
• Lady Phyll, co-founder of UK Black Pride
• Casey Spooner, multidisciplinary artist and queer icon
• Dakota Robin, human rights educator
• Gia Bab, model and trans advocate
• Gigi Spelsberg, Berlin-based actress and model

Creative direction is led by Matt Lambert, known for his cinematic explorations of queer identity, alongside Spanish photographer Arden, offering a queer female gaze, and Jordan Anderson, founder of My Queer Blackness, My Black Queerness (MQBMBQ), who served as creative consultant.

“This project is about reclaiming joy, honouring history and celebrating the language we've crafted to communicate our stories and live experiences,” says Jordan Anderson, who has worked as creative consultant with Zalando on its Pride activations this and last year. “Queer language has always been a form of resistance and creativity. It’s how we’ve survived, connected and thrived. It means a lot to bring this conversation to a wider audience in a way where that feels both introspective and affirming.”

Discover the full episodes of Mother Tongue here or read more about Zalando’s efforts to provide inclusive experiences and representative content for our customers.