Zalando AW25
Art Director, 2025
When it comes to fashion, we often put ourselves in style boxes. Staying in our comfort zone and hardly ever experimenting. The Zalando App and all its new features were designed for you to break free from this, giving you personalised styling inspiration so you can confidently experiment with fashion again.
Directed by Bradley & Pablo, the hero film is set against the vibrant backdrop of a farmer’s market and features Uma Thurman and an entourage of lookalikes of hers, representing all her different answers to the most universal question of all time: “What Do I Wear?”. Each outfit inspires her to try something new this season as she saves all of them into her Zalando App. The campaign uses Zalando’s inspiration tools to turn outfit decisions into a playful and shared experience – one that makes style feel closer, fun, personal, and full of new possibilities instead of limitations.
Directed by Bradley & Pablo, the hero film is set against the vibrant backdrop of a farmer’s market and features Uma Thurman and an entourage of lookalikes of hers, representing all her different answers to the most universal question of all time: “What Do I Wear?”. Each outfit inspires her to try something new this season as she saves all of them into her Zalando App. The campaign uses Zalando’s inspiration tools to turn outfit decisions into a playful and shared experience – one that makes style feel closer, fun, personal, and full of new possibilities instead of limitations.
Additionally, we created a series of online films featuring the same characters, with the addition of superstar PinkPantheress who brings her signature style and spontaneity, echoing the campaign’s celebration of identity, experimentation, and self-confidence.
CREDITS:
Agency: W+K Amsterdam
ECD: Susan Hoffman
Creative Director: Anyaa Dev
Art Director: Sabela Ros
Copywriter: Ane Santiago, Erika Moreira
Film Director: Bradley&Pablo
Photographer: Lukas Wassmann
Styling: Pau Avia