Zalando

What Do I Wear? SS25

From packed terraces to hidden gems, Zalando’s Spring/Summer ‘26 campaign celebrates the authentic, unedited energy that makes the European summer so iconic, starring Golden Globe-nominated actress Lily Collins and fashion icon Lyas.

The campaign marks the debut of Lily Collins as Zalando’s first-ever global brand ambassador who acts as a true insider of the warmer months in Europe as she navigates the season’s most relatable moments.

From finding a hidden cove, squeezing into an impossible packed terrace to making her own seat in a crowded square, we capture the cultural richness and beautiful chaos of the sunny seasons, moving past clichés to show a spring and summer that is unpredictable as it is iconic.

To launch the campaign, Lyas was spotted erecting his posters on the streets of Paris.

Alongside the hero films directed by the Weiland Brothers, the visual world extends into digital out-of-home photography by Rosie Marks, styled by Pau Avia, and social content.

My Role / Creative Director