Zalando, Europe’s leading online fashion destination, is launching its Fall/Winter 2025 campaign featuring Golden Globe-winning actress Uma Thurman and award-winning musician and producer PinkPantheress.
Building on Zalando’s “What to Wear?” concept, the campaign transforms the familiar everyday question of style into an exciting opportunity—inviting shoppers to explore and express their fashion in their own way. Instead of following rigid trends, Zalando reimagines dressing as a liberating act of creativity.
Set against the vibrant backdrop of a marketplace, the campaign introduces lookalikes as a playful visual motif, celebrating the idea that inspiration can come from anyone and anywhere. As Uma Thurman strolls past stalls of fresh produce and vintage treasures, she encounters surprising reflections of herself. PinkPantheress brings her signature style and spontaneity, embodying the celebration of identity, experimentation, and confidence that the campaign champions.
“I’m happy to be part of this campaign,” said Uma Thurman. “There was something playful and unexpected about it—with the beauty of Portugal almost acting as another character in the story.”
PinkPantheress added: “I experiment with music and fashion in the same way—I try things out, mix influences, and see what feels right. This campaign is all about that freedom to play and to just be yourself.”
Shaped by acclaimed stylist Pau Avia, photographed by Lukas Wassmann, and brought to life on film by directing duo Bradley & Pablo, the campaign blends high-fashion energy with cinematic storytelling and a touch of humor. From bold proportions and rich textures to confident layering, the Fall/Winter 2025 collection encourages moments of joy, confidence, and creative self-expression in everyday style choices.
To further support the spirit of creativity, the campaign also introduces Zalando Boards—a new feature now available across all markets. These visual inspiration “boards” allow customers to discover, collect, and organize ideas according to their personal style. From themed collections like “Marketplace” and “Burgundy Bliss” to looks created by users themselves for workouts, Boards make it easier to turn inspiration into action.
Sara Spännar, Zalando’s Vice President of Brand and Creativity, said: “At Zalando, we believe that choosing what to wear should be an empowering, not stressful, experience. This season is all about reminding shoppers that inspiration is everywhere—in the colors, textures, and people around us. It’s a true pleasure to see Uma Thurman and PinkPantheress bring their magic to the set. We’re thrilled with the result.”
