Summary:
- Lily Collins enters a one year agreement as the first global brand ambassador for the retailer Zalando.
- The partnership centers on the Spring/Summer 2026 campaign and addresses the daily dilemma of choosing an outfit.
- Collins will appear in two major campaigns and curate products while engaging in cultural conversations about self expression.
Zalando confirmed today the appointment of Lily Collins as its first global brand ambassador. The announcement from Berlin marks a shift in strategy for the European fashion platform. This move unifies its marketing efforts under a single recognizable face for the coming year. Collins is an actress and producer known for her role in the Netflix series Emily in Paris. Her involvement begins immediately and extends through key moments in the 2026 fashion calendar.
The collaboration rests on a specific creative framework. Zalando aims to solve the recurring question of "What Do I Wear?". This concept moves away from high fantasy fashion and targets the practical decisions people make every morning. The campaign seeks to address universal style dilemmas. These range from casual daily choices to specific requirements for job interviews or summer weddings. Collins will front two main campaigns over the next twelve months. The first of these is the Spring/Summer 2026 rollout.
Marketing executives at the retailer position this partnership as an evolution of their existing creative platform. James Rothwell serves as the SVP of Marketing at Zalando. He states the goal is to frame the daily choice of clothing as an act of empowerment rather than a chore. Rothwell notes that Collins represents a mix of confidence and creativity. He suggests her connection to fashion is instinctive. This aligns with the company's intent to be a partner for customers during both minor and major life events.
Collins brings a specific cultural cachet to the role. She has lived and worked across Europe. Her experience spans from Paris to Italy and includes time on the London stage. The retailer believes this background gives her a legitimate grasp of European style nuances. Her public persona links high fashion with approachable day to day looks. This dual approach supports the retailer's focus on individual expression. Beyond visual campaigns the agreement includes product curation and content creation. Collins will also participate in press engagements throughout the year.
The actress views fashion as a method of expression for a specific moment in time. She clarified that her interest lies in feeling comfortable in one's skin rather than solely focusing on red carpet appearances. Collins cited the universality of the "What Do I Wear?" question as a key reason for joining the campaign. She intends to use the platform to explore themes of individuality and confidence.
Zalando operates as a multi brand fashion platform in Europe. This partnership with a Golden Globe nominee represents a continued effort to embed the brand in cultural conversations. The collaboration uses the visibility of Collins to reinforce the retailer's position as a style destination. The campaign materials will distribute across various media channels in the coming months.
