Zalando launches its Spring Summer 2026 campaign with Golden Globe-nominated actress Lily Collins, the platform’s first global brand ambassador. The campaign explores the vibrant energy of the warmer months across Europe and presents fashion through spontaneous, everyday experiences. Zalando positions the campaign around the familiar question many people face each morning: what to wear.
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This marks Collins’s first official campaign with Zalando. The actress approaches the project with a perspective shaped by years spent living and working in several European cities. Her experience across places such as London and Rome informs the narrative of the campaign and connects her with the daily rhythm of summer across the continent.
Throughout the campaign Collins navigates situations that reflect the unpredictability of summer in European cities. She searches for a hidden cove near the water. She finds space on an overcrowded terrace. She claims a seat in a busy square where people gather during warm evenings. Each scene presents familiar situations that define life outdoors during the season.
The scenes present summer as lively and occasionally chaotic. The campaign steps away from simplified depictions of seasonal life and instead presents situations that many people recognize from their own experiences. Through this approach Zalando frames fashion as a practical response to real situations. Zalando pairs these scenes with selections from its curated assortment.
Sara Spännar, Vice President Global Marketing at Zalando, emphasizes the importance of Collins’s role within the campaign. She explains that the actress represents style confidence, a quality the company aims to encourage among its customers. According to Spännar, deciding what to wear functions as a daily ritual. Clothing choices influence how people approach their day and how they want to feel in different moments. Spännar also notes that Collins’s energy shaped the direction of the campaign.
Collins describes the experience of summer in Europe as a unique atmosphere that emerges when daylight stretches into the evening. She recalls how people gather outside in streets and plazas or search for quiet corners near the water. These scenes form a familiar part of daily life across many cities during the warmer months.
Her personal experience traveling between European locations helped shape the tone of the campaign. Collins recognizes the feeling that begins with a simple coffee stop and evolves into an unexpected series of plans. The question of what to wear becomes part of that rhythm as the day develops in unpredictable directions.
