Zalando names British-American actress Lily Collins as its first global brand ambassador to highlight the creative expression and individuality of its customers.
The one-year partnership includes two major main campaigns as well as the curation of exclusive content formats and style edits, the Berlin online retailer announced on Tuesday. Collins, who is best known as a style icon thanks to the Netflix series Emily in Paris, should help answer the central question “What do I wear?” to fill with life. “For me, fashion has always been more than just clothes – it’s an expression of who I am and what I’m feeling at any given time,” says Lily Collins about her new role.
The online retailer also emphasizes the strategic importance of personnel. James Rothwell, SVP Marketing at Zalando, explains: “Lily Collins embodies exactly the creative expression that we want to convey to our customers: fashion as a tool for self-confidence, whether in everyday life or on special occasions.”
The collaboration kicks off with the spring/summer 2026 campaign, in which the actress addresses everyday style dilemmas.
This post was written using artificial intelligence.
