The actress and Golden Globe winner Sarah Jessica Parker and the Italian singer and multiple Eurovision Song Contest participant Mahmood are involved in the new Zalando campaign, which will be played for this spring/summer from March 21, 2025. The campaign continues the brand positioning updated last summer. In the campaign elements, the question is asked in different situations: “What do I put on?”, Whether for a coffee with friends or the big stage. “To choose an outfit is like telling a story about yourself,” says Sarah Jessica Parker. “On some days it is very easy. On other days you have to ponder a little longer.” Mahmood adds: “This campaign is for everyone who stood in front of the mirror and have changed three times before they went out of the house.”
The campaign is reinforced by a retail media activation with the VANS brand, which is implemented by Zalando Partner Marketing Services (ZMS). A new, co-branded storytelling format is used, which enables Zalando’s partner brands to be integrated into larger marketing initiatives of the company.
