Uma Thurman and PinkPantheress invite to experiment with personal style in Zalando’s Autumn/Winter’25 campaign

• Zalando’s AW25 campaign, starring Uma Thurman and PinkPantheress, reimagines the question “What Do I Wear?” as an invitation to confidently explore personal style.
• The campaign playfully explores inspiration through lookalikes - celebrating how creativity can be sparked by everything and everyone.
• With curated looks, cinematic storytelling, and integration in Zalando’s new Boards feature (now live across all markets), the campaign highlights the personalised inspiration tools and empowers customers to experiment and express their style free from expectations.

BERLIN, AUGUST 25, 2025 // Zalando, Europe’s leading online fashion destination, launches its Autumn Winter ‘25 campaign today, starring Golden Globe award-winning actress Uma Thurman and multi-platinum recording artist and producer PinkPantheress.

Building on Zalando’s ‘What Do I Wear?’ concept, the campaign reimagines the familiar question not as a stressor, but as an opportunity for self-expression. It’s a call to embrace creativity and freedom when getting dressed, inspiring customers to explore their style on their own terms.
 

Set against the vibrant backdrop of a farmers' market, the campaign introduces lookalikes as a playful visual hook. As Uma Thurman moves through stalls of fresh produce and vintage finds, she encounters surprising reflections of herself, celebrating the idea that inspiration comes from everywhere and everyone. Each outfit inspires her to try something new this season as she saves them to her Zalando app. Meanwhile, PinkPantheress brings her signature style and spontaneity, echoing the campaign’s celebration of identity, experimentation, and self-confidence.

“I was happy to be part of this campaign,” says Uma Thurman. “There was something playful and unexpected about it - set against the beauty of Portugal, which almost felt like another character in the story.” PinkPantheress adds: “I experiment with music and fashion the same way - trying things out, mixing influences, and seeing what feels right. This campaign is all about that freedom to play and be yourself.”

Sara Spännar, VP Brand & Creative at Zalando, says: “At Zalando, we believe choosing what to wear should feel empowering, not stressful. This season is all about reminding customers that inspiration is everywhere - in colours, textures, and the people around us. It has been a true joy to see both Uma Thurman and PinkPantheress bringing their magic to the set.”

The campaign highlights Zalando’s personalised inspiration tools, which turn outfit decisions into a playful, enjoyable experience. It spotlights Boards on Zalando - a new feature now live across all markets, allowing customers to discover, collect, and organise product and style ideas. From themed edits like “Farmers Market” and “Burgundy Bliss” to user-curated looks for workouts or beauty routines, the campaign shows how Boards make it easy to turn inspiration into action.

Beyond the main fashion storyline, the campaign also organically integrates other key lifestyle categories on Zalando such as Kids & Family and Beauty, with dedicated campaign visuals, featured products and inclusion in Boards. This reflects Zalando’s strategic focus on offering the most inspiring and convenient one-stop destination for fashion and lifestyle shopping.

Zalando worked with the creative agency Wieden+Kennedy Amsterdam to conceptualise and produce the campaign. Curated by acclaimed stylist Pau Avia, photographed by Lukas Wassmann, and brought to life in film by directing duo Bradley & Pablo, the campaign blends high-fashion energy with cinematic storytelling and humour.

“It’s a simple truth - we ask ourselves “What Do I Wear?” every day. With Zalando’s great assortment and central role in style choices, this is the truth they can own. And with this, we’ll continue to celebrate the creative freedom and experimentation that Zalando inspires,” says Susan Hoffman, CCO at Wieden+Kennedy Amsterdam.

The Autumn Winter‘25 campaign goes live across all Zalando channels on August 25, 2025, and will be rolled out across all Zalando markets.

AUTUMN/WINTER’25 CAMPAIGN CREDITS

Zalando: 

Campaign leadership: James Rothwell, Sara Spännar
Creative direction: Lena Schaefers, Marcos Cabrera Garcia
Brand communications: Laura Dilthey, Debora Dona, Katharina Käempfe, Maike de Buhr Findelsberger
Production: Milena Steinke, Abi Bashorun, Laura Veneklaas, Marta Gonzalez
Copywriting: Verity Charmer, Lily Lawes
Media strategy & planning: Gian Luca Gamberini
Talent management: Andreas Menelaou, Janifa Brandenburg, Boy Freij
Styling: Simon Tazman, Abbey Looker
Design: Michelle Sweeney, Melanie Kroeber, Alfredo Ascari, Florian Bednarski, Claudia Villagrasa, Sebastian van der Westhuizen, Werner Didinger, Jennifer Lac, Carla Mora Quilis, Suorui Zhao, Noa Schüler

Wieden + Kennedy Amsterdam:

Leadership: Luiza Prata Carvalho, Susan Hoffman, Nick Docherty
Creative & art direction: Anyaa Dev, Sabela Ros
Copywriting: Ane Santiago Quintas, Érika Moreira
Production: Cheryl Warbrook, Luke Judlin, Mercedes Januszczak, Cecilia Russolo
Strategy: Stephanie Trow
Communication planning: Elsa Stahura, Amar Babbar
Account: Stephanie Loucas, Caitlin Dorling, Taylor Warner
Design: Joe Favre, Lewis Beedham
Business Affairs: Michael Graves, Sametta Gbilia

Film production by PRETTYBIRD
Director: Bradley & Pablo
Director of Photography: Zach Spiger
Production: Ewen Brown, Emily Rudge

Editorial by Tenthree
Dan Sherwen, Greg Jennings 

Sound by Strings and Tins
Lawrence Kendrick, Jim Stewart

Music by Tracks & Fields
Artist: Little Simz
Title: Mood Swings

Post production by Selected Works
Sam Gilling

Styling: Pau Avia (agent - Second Name)

Print production by Total World
Photographer: Lukas Wassmann
Producer: Romain Ehret
Movement Director: Drescher
Retouching: Loupe