Zalando has unveiled its autumn winter 2026 campaign, which turns style dilemmas into comedic moments featuring the Emily in Paris star.
The campaign is fronted by the retailer’s global brand ambassador Lily Collins, who is joined by personalities Bella Freud and Nicky Campbell.
Titled ‘Inner Voices’, the campaign centres around the question of ‘What Do I Wear?’. Collins is seen deliberating over the decision, when a style council pops up.
Freud and Campbell guide Collins towards the perfect outfit that matches her “true intentions”.
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Directed by two-time Grammy Award winner Melina Matsoukas, the campaign marks the first time the retailer has used long-form video.
Sara Spännar, VP global marketing at Zalando, said: “It is fantastic to continue our work with Lily this season, and to expand her world with the brilliant duo of Bella Freud and Nicky Campbell.
“Their chemistry and energy on set was really fun, and it has been a joy to bring that dynamic to life. This campaign also marks an exciting milestone for us as we embrace long-form film, allowing us to dive deeper into an entertaining and confident cinematic narrative bringing more relevance to our customers.
Lily Collins added: “We all ask ourselves ‘What do I wear?’ every single day, and I love that this campaign dives into the beautiful chaos of that decision-making process. It was an absolute pleasure being on set with Bella and Nicky, her poise and his brilliant wit acting as my inner style council perfectly captures how we all debate our fashion choices before stepping out.”
The campaign also includes a series of candid stills rolled out globally on 31 August.
It will be further expanded through a co-branded partnership with Levi’s. The Levi’s marketing drive asks ‘Who do I want to be today’ and launches on September 14.
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