Zalando today introduces its new Spring/Summer campaign for 2025 and addresses the known question: What do I put on? It is provided by the American actress Sarah Jessica Parker and the Italian singer-songwriter Mahmood.
In front of the backdrop of a plaza in the sunny south of Europe, the campaign Sarah Jessica Parker and Mahmood accompanies on a fashionable journey, where they make various outfit decisions. The focus should be on the personal style and the associated self -confidence.
A new, co-branded storytelling format is used in the campaign, which enables Zalando’s partner brands to be integrated into larger marketing initiatives of the company. Style icon Sarah Jessica Parker wears a dress by Diane von Furstenberg, whose label of the same name recently received an exclusive retail partnership with Zalando. The 360-degree campaign is also reinforced by a retail media activation with the VANS brand, which is implemented by Zalando Partner Marketing Services (ZMS). Here a spin-off campaign by Vans and Zalando, entitled “What do I put on when the Piazza Vibed?” The storyline of the SS25 campaign.
Sara Spänar, VP Global Marketing at Zalando: “To choose an outfit is more than just choosing a piece of clothing – it is a moment that reflects who you are and how you want to feel. At Zalando we celebrate this moment and it was a real pleasure to bring him to life with Sarah Jessica Parker and Mahmood. encourage to make fashion decisions confidently. “