Zalando has unveiled their Fall/Winter 2025 campaign featuring two exceptional talents: actress Uma Thurman and artist PinkPantheress. Centred around the concept ‘What Do I Wear?’, the campaign reframes this everyday question as an opportunity for personal exploration and self-expression. Rather than adhering to rigid trends, Zalando presents fashion as a liberating experience — an invitation to play with style and embrace confidence through creativity.
Set against the vibrant backdrop of European local markets, the campaign uses playful visual parallels and unexpected reflections to show that inspiration can come from anyone and anywhere. As Uma Thurman strolls through bustling stalls, she encounters surprising versions of herself in a narrative filled with humour and cinematic flair, while PinkPantheress adds her signature spontaneity and authenticity, underscoring the idea that style is not about rules but about free and intuitive exploration.
The campaign also introduces Zalando Boards, a new digital tool that enables customers to collect and organise fashion inspiration according to their personal taste. These themed boards transform ideas into real, shoppable looks, extending the campaign’s message of creativity and freedom. With styling by Pau Avia, photography by Lukas Wassmann, and direction from Bradley & Pablo, Zalando brings together fashion, cinema, and community in a project that celebrates individuality and reimagines getting dressed as an act of liberation.