In a defining moment for its brand evolution, Zalando has named award-winning actress, producer and author Lily Collins as its first-ever global brand ambassador.
This year-long partnership marks an important step for Europe’s leading online multi-brand fashion destination, underscoring its commitment to individuality, creativity, and empowering everyday style.
Golden Globe-nominated and known worldwide for her role in Emily in Paris, Collins is linked to an expressive, modern style. Her work across Paris, Italy, and London’s West End gives her real insight into European fashion culture, which fits well with Zalando’s pan-European identity.
Off-screen, Collins wrote the international bestseller Unfiltered, where she promotes openness, self-expression, and confidence. These values are central to Zalando’s brand and its ongoing creative platform, “What Do I Wear?”
The collaboration will unfold across two major campaigns in 2026, complemented by curated product edits, original content productions, press engagements and appearances at key fashion calendar moments.
The partnership centers on a simple, universal question: What Do I Wear? Whether it’s for summer weddings, job interviews, or just everyday dressing, the platform helps millions across Europe with their daily style choices.
James Rothwell, SVP Marketing at Zalando, says Collins represents confidence and creativity with a natural feel for fashion. The brand wants to change how people see “getting ready” from a routine to an empowering daily ritual that expresses who they are.
The collaboration officially begins with Zalando’s Spring/Summer 2026 campaign, where Collins will offer her own interpretation of the brand’s signature question. Her expressive yet accessible approach to dressing is expected to resonate with Zalando’s 61+ million active customers across 29 markets.
Founded in Berlin in 2008, Zalando has grown into a fashion and lifestyle ecosystem spanning both B2C and B2B operations. Alongside its consumer platforms Zalando and ABOUT YOU, the company’s B2B infrastructure, including ZEOS, Tradebyte and SCAYLE, supports brands and retailers in scaling their e-commerce presence across Europe.
By choosing its first global ambassador, Zalando starts a new chapter in its story. Collins stands for more than celebrity influence; she represents the idea that fashion is a personal story, not just a show.
As she puts it, style is about expressing who you are in a given moment, not just on the red carpet, but in everyday life.
With Lily Collins as ambassador, Zalando boosts its role not just as a retailer but as a trusted style partner, helping millions confidently answer the most common fashion question.