Lily Collins to Front Major Seasonal Campaigns as Zalando Strengthens Connection Between Personal Style and Digital Retail

Lily Collins to Front Major Seasonal Campaigns as Zalando Strengthens Connection Between Personal Style and Digital Retail

(IN BRIEF) Zalando has appointed Lily Collins as its first-ever global brand ambassador in a year-long partnership spanning campaigns, curated fashion edits and appearances tied to major moments in the fashion calendar. Launching with the Spring/Summer 2026 campaign, the collaboration highlights Collins’ signature mix of high fashion and everyday style while reinforcing Zalando’s What Do I Wear creative platform focused on personal expression and confidence. The initiative signals Zalando’s continued investment in culturally resonant storytelling and aims to strengthen its connection with customers seeking inspiration for both daily wear and milestone occasions.

(PRESS RELEASE) BERLIN, 17-Feb-2026 — /EuropaWire/ — Zalando has named Golden Globe–nominated actress, producer and author Lily Collins as its first global brand ambassador, marking a new milestone for the European online fashion and lifestyle platform. The collaboration introduces a year-long partnership designed to connect Collins’ distinctive sense of style with Zalando’s mission to inspire confidence and individuality in everyday fashion choices.

Throughout 2026, Collins will headline two major seasonal campaigns supported by curated fashion edits, exclusive content productions, media appearances and participation in key moments across the international fashion calendar. The partnership aims to bring a more personal and expressive dimension to Zalando’s ongoing creative platform, centred on the relatable question many consumers ask daily when choosing an outfit.

Collins’ career and personal connection to Europe — spanning film, television, theatre and fashion — make her a natural fit for the role. Widely recognised for blending high-fashion influences with accessible styling, she has built a reputation for championing authenticity and self-expression both on screen and in her work as an author. These themes closely align with Zalando’s focus on helping customers navigate style decisions for occasions ranging from everyday routines to significant life events.

The collaboration will debut with Zalando’s Spring/Summer 2026 campaign, where Collins will interpret the theme of personal style discovery through her own lens, reinforcing the brand’s ambition to position itself as a trusted partner in shaping individual fashion journeys. Building on previous campaigns featuring globally recognised talent, this partnership represents a strategic step in elevating Zalando’s storytelling and deepening engagement with consumers across Europe.

SOURCE: Zalando