ZALANDO SS26
ZALANDO SS26
Zalando Seasonal
Brand Campaigns
At Zalando, Europe's largest fashion & lifestyle destination (61M users in 29 markets), I lead creative direction from a copy & concept perspective across all global and local brand campaigns. Part of what I do is define our communications platform “What do I wear?” and partner with our creative and social agencies to bring our brand promise to life, while guarding the brand and driving the creative forward from brief and concept all the way to final execution.
Below is the Spring/summer 2026 campaign with our brand ambassador Lily Collins.
Spring/Summer 2026
“What do I wear?”
We partnered with our first ever 2026 global brand ambassador, Lily Collins, for the Spring/Summer campaign based on the question that 8 billion people ask themselves every day, in 8 billion different ways: :What do I wear?”
This campaign brings the real, raw, and unpolished side of Europe to the forefront—standing out from the clean girl aesthetic and romantic images of Europe.
SS26 Social assets
Created social-native assets for TikTok and Instagram that ladder up to the original campaign concept. Ideas, assets, and copy produced both in-house and with the agency.
Created for: Zalando
Created with: Julie Maillard (CD Art Direction), Verity Charmer (Copy), Marta Gonzalez (Social AD), and Zalando Brand & Creative team
Agency: Social (internal), Creative (W+K Amsterdam)
My Role: Creative Direction (Concept, Copy, Storyline Reviews & Feedback), all copywriting