By partnering with Lily Collins, Zalando has chosen a face that embodies a more spontaneous, more emotional, and above all, closer to everyone’s reality. A new way of reminding us that dressing isn’t just an aesthetic gesture, but a way to express who we are, every day.
Zalando’s first global ambassador
This is a strategic announcement for Zalando, which is appointing a global ambassador for the first time. James Rothwell, Senior Vice President of Marketing at Zalando, sums up the partnership’s ambition: “She embodies confidence and creativity, and demonstrates a natural, instinctive flair for fashion. The goal is to celebrate our daily fashion choices while reaffirming Zalando’s role as a trusted fashion advisor for our customers, from everyday moments to life’s big events .”
In 2026, Lily Collins will be at the heart of two major campaigns, accompanied by editorial content, curated product selections, and activations designed around key moments in the fashion calendar. She will also participate in key events and press engagements, bringing her instinctive approach to style to the platform.
Lily Collins: Natural and Confident Elegance
Nominated for the Golden Globe Awards and introduced to the general public through Emily in Paris on Netflix, Lily Collins has established herself as a key figure in pop culture. But it is her very personal relationship with style that is capturing everyone’s attention today. Having lived and worked in Paris, Italy, and on the stages of London’s West End, she has developed a rare European sensibility, characterized by confident blends of haute couture and wardrobe essentials.
She fully embraces this stylistic freedom: “For me, fashion embodies much more than just clothes: it’s a way to express who I am at a specific moment.” A philosophy that aligns with the values championed in her book Unfiltered, authenticity, self-acceptance, and staying true to one’s personality, and which resonates deeply with Zalando’s DNA.
A 2026 campaign centered on individuality
The collaboration gets off to a strong start with a Spring/Summer 2026 campaign built around a universal and deliberately demystified question: “How should I dress?”. This partnership with Lily Collins is part of the evolution of Zalando’s creative platform “What Do I Wear?,” an initiative designed to help everyone solve everyday style dilemmas, whether it’s getting ready for a job interview, attending a summer wedding, or simply navigating an ordinary Tuesday with style.
“As Zalando’s first global ambassador, I’m excited to explore the themes of individuality and self-confidence, and to celebrate the diversity of styles across Europe,” says Lily Collins. A program that promises to make 2026 a defining year for the platform and for the way we talk about fashion today.
Article written by Lohanne Mollo
Translated by Bethszabee Garner
