Online shopping platform Zalando has unveiled its new summer campaign featuring Emily in Paris star Lily Collins, celebrating Europe’s “diverse fashion” during the warmer months.
Devised by creative agency W+K Amsterdam, the marketing drive is part of the retailer’s ‘What Do I Wear’ platform.
The spot follows Collins as she finds hidden coves, squeezes onto a packed terrace and finds somewhere to sit in a crowded square.
Collin was recently appointed global ambassador by the brand, and this is her first campaign with them.
Related Story
Sara Spännar VP Global Marketing at Zalando said : “It is fantastic Zalando, Europe’s leading online multi-brand fashion destination, launches its Spring/Summer 2026 campaign today.
“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?”
Lily Collins added:“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.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
