Online fashion retailer Zalando has partnered with Hollywood star Uma Thurman and recording artist PinkPantheress for the launch of its 2025 autumn/winter campaign.
Building on the brand’s ‘What Do I Wear?’ concept, the creative will reimagine the question not as a stressor, but as “an opportunity for self-expression.”
Set against the backdrop of a farmers’ market, the campaign introduces lookalikes as a playful visual hook. As Uma Thurman moves through stalls of fresh produce and vintage finds, she encounters “surprising” reflections of herself.
“At Zalando, we believe choosing what to wear should feel empowering, not stressful,” said Sara Spännar, VP of brand and creative at Zalando.
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“This season is all about reminding customers that inspiration is everywhere – in colours, textures, and the people around us. It has been a true joy to see both Uma Thurman and PinkPantheress bringing their magic to the set.”
Zalando worked with creative agency Wieden+Kennedy Amsterdam to conceptualise and produce the campaign, which will go live this week across all its markets.
Susan Hoffman, chief creative officer at Wieden+Kennedy Amsterdam added: “It’s a simple truth – we ask ourselves “What Do I Wear?” every day.
“With Zalando’s great assortment and central role in style choices, this is the truth they can own. And with this, we’ll continue to celebrate the creative freedom and experimentation that Zalando inspires.”
