Zalando launches SS26 campaign with first global brand ambassador Lily Collins

German online fashion retailer Zalando has launched its SS26 campaign debuting Golden Globe-nominated English/American actress Lily Collins as its first-ever global brand ambassador.

Lying on a beach in a cropped, off-the-shoulder lemon-coloured jumper and patterned sarong, complete with dark sunglasses, the caption follows in Zalando’s previous ‘What Do I Wear? campaign theme, this time asking: ‘What do I wear so your email never finds me?’ The joy of escapism is the tone as the warmer months and summer getaways beckon.

Born in Guildford and raised in Los Angeles, she is the daughter of English musician Phil Collins and his second wife, Jill Tavelman, an American who is the former president of the Beverly Hills Women's Club.

Having lived and worked across the continent, “from London to Rome”, Lily Collins navigates a European vacation in the campaign, whether it’s finding a hidden cove, squeezing onto an impossibly packed terrace, or simply making her own seat in a crowded square.

Zalando “captures this cultural richness and beautiful chaos”. By pairing cinematic storytelling with its curated assortment, the campaign inspires customers to solve their daily style dilemmas and “confidently own the season on their own terms”.

Sara Spännar, VP Global Marketing at Zalando, said: “It is fantastic to work with Lily this year. She truly embodies style confidence – something we always want to bring to our customers in everything Zalando does.

“Choosing what to wear is a daily ritual that reflects how you want to feel. Starting the year by capturing Lily’s spontaneous energy in answering the question of ‘What Do I Wear?’ makes the season so special for us.”

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.”

In addition to the hero videos, the SS26 campaign, which went live across Zalando channels on 9 March – in all Zalando markets including the UK - also features a series of digital out-of-home and social assets featuring Lily Collins and fashion commentator and content creator Ly.as.