Summary
- The campaign transforms seasonal wardrobe dilemmas into moments of confidence through relatable family scenarios
- European talent portray family archetypes across December festivities and January renewals
- French stylist Elena Mottola curated looks spanning celebratory sparkle to reflective reset moods
Zalando rolls out its Holiday 2025 campaign across most of its European markets this December. The e-commerce platform positions the campaign around a single question: "What Do I Wear?"
The campaign unfolds in a family home during the holiday season. Four European talent represent familiar family types. The Spanish King plays the grandfather. Thomas Meacock takes on the teenager role. Indira Scott portrays the perfect cousin. Tish Weinstock appears as Sol, the older sister and mother.
These characters navigate the small dramas that surface during family gatherings. Their interactions reflect the ups and downs of the season. Each styling choice connects to moments people face during holidays.
The visual approach comes from photographer Rosie Marks, who focuses on spontaneous, character-driven shots. The Weiland Brothers directed the screen content, blending warmth with tension in their storytelling. French stylist Elena Mottola selected all looks featured in the campaign.
The Holiday 2025 collection splits into two distinct moods. December pieces feature sparkle and celebration. January offerings shift toward reflection and renewal. The styling celebrates family moments, from holiday reunions to New Year rituals. Layering and statement details appear throughout the collection.
Zalando launched its operations in Berlin in 2008. The platform now serves over 61 million active customers across 29 markets. The business operates through two main segments.
The Business-to-Consumer segment includes Zalando and ABOUT YOU brands. These platforms offer fashion and lifestyle products from multiple brands in one place.
The Business-to-Business segment provides infrastructure for other retailers. Through ZEOS, Tradebyte, and SCAYLE, Zalando supplies logistics, software, and services to brands and retailers building their online presence in Europe.
The Holiday 2025 campaign runs episodic storytelling. Each episode builds on the shared wardrobe question. The approach removes rules from style decisions. Zalando positions uncertainty as opportunity.
The campaign setting shows a modern family home in its authentic, messy state. This backdrop frames the holiday energy of December and the fresh start feeling of January. Both months share the same styling question.
The talent selection brings together performers from different European regions. Their portrayals aim to capture family dynamics people recognize from their own experiences. The grandfather, teenager, perfect cousin, and mother-sister roles create a cast of archetypal figures.
Rosie Marks' photography emphasizes natural moments over staged poses. The Weiland Brothers' direction adds cinematic tension to family interactions. Elena Mottola's styling choices connect fashion to specific holiday situations.
The collection addresses various holiday occasions. Family gatherings require different choices than New Year celebrations. The pieces work for both formal and casual moments. The styling shows how to layer textures and add statement pieces.
Zalando positions the campaign to help customers find confidence in their style choices. The platform offers inspiration for each holiday moment without prescribing specific rules. The episodic format allows the campaign to explore different scenarios across the season.
The Holiday 2025 campaign launches as Zalando continues to expand its European presence. The platform combines its consumer-facing brands with its business infrastructure services. This dual approach supports both individual shoppers and retail partners across the continent.
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.