Zalando’s SS25 campaign starring Sarah Jessica Parker and Mahmood continues exploring the universal question, “What do I wear?”

• The campaign brings to life the joy and spontaneity of personal style, following Sarah Jessica Parker and Mahmood as they navigate different outfit choices for different occasions.
• The campaign builds on Zalando’s recently updated brand positioning, which focuses on strengthening customers’ confidence in style.
• Zalando Partner Marketing Services (ZMS) activates the campaign with Vans, marking the debut of a new retail media format, enabling integration for partner brands into Zalando’s major marketing initiatives.

BERLIN, MARCH 21, 2025 // Zalando, Europe’s leading online multi-brand fashion destination, today unveils its Spring Summer ‘25 campaign, featuring four-time Golden Globe winner Sarah Jessica Parker and chart-topping Italian singer-songwriter Mahmood. The campaign continues the evolution of Zalando’s What Do I Wear? platform, celebrating and empowering customers to feel confident in their fashion choices, no matter the occasion. The campaign builds on Zalando’s strategy to be the go-to destination for fashion inspiration and quality shopping experiences.

Set in a vibrant southern European plaza, the campaign follows Sarah Jessica Parker and Mahmood as they explore a world of outfit possibilities. Whether dressing for a casual coffee, a lively city soirée, or an elegant evening event, their choices reflect the confidence that comes from embracing personal style in any moment. Parker, a longtime style icon, wears, among other styles, a dress from Diane von Furstenberg, highlighting Zalando’s recently announced exclusive retail partnership with the legendary designer.

“Picking out an outfit is like telling a story about who you are,” says Sarah Jessica Parker. “Some days, it’s effortless. Some days, it requires a bit more thought. But it’s lovely how this Zalando campaign celebrates 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 even I ask myself, ‘What do I wear?’ when I’m running late for a coffee with friends. This campaign is for everyone who’s ever stood in front of the mirror and changed their mind three times before leaving the house.”

Sara Spännar, VP Global Marketing at Zalando says: “Choosing what to wear is more than just picking an outfit – it's a daily moment that reflects who you are and how you want to feel. At Zalando, we are all about celebrating that moment and it has been a true joy seeing it come to life with Sara Jessica Parker and Mahmood. We want to  empower our customers to feel confident in their choices and we want to be their partner for inspiration”.

Zalando’s 360-degree campaign is amplified through a retail media activation with Vans, driven by Zalando Partner Marketing Services (ZMS). It debuts a new co-branded storytelling format, which enables integration of partner brands into Zalando’s major marketing initiatives. Furthermore, a dedicated Vans x Zalando spin-off campaign, What Do I Wear when the piazza passes the vibe check?, expands the storyline, by turning the plaza into a dynamic, real-life fashion social feed where Vans take center stage.

The Spring Summer ‘25 campaign goes live across all Zalando channels on March 21, 2025, with select markets launching earlier as part of a phased rollout.

Campaign credits:

Creative agency: Mother
Strategy: Mother
Creative: Mother
Media agencies: Dentsu and CrossMedia

Film

Production: Pulse Films
Editor: Vid Price at Trim
Sound: Jack Sedgwick at King Lear
Post VFX: Stray

OOH

Photographer: Sophie Jones
Production: Kintzing + 24/7
Agent: Briony Oates
Retouching: Wellcom

Social

Director: Arthur Couvat
Post production: Vayner Media