Germany’s Zalando names Lily Collins first global ambassador

Renowned for her Golden Globe–nominated performances and her starring role in Netflix’s cultural phenomenon Emily in Paris, Lily Collins has become an iconic voice in contemporary style. Having lived and worked across Europe, from Paris and Italy onscreen to London’s West End on stage – Collins brings an authentic, lived-in understanding of European style and its many nuances. Known for her expressive approach to dressing both on and off screen, Collins blends high fashion with everyday style – championing individuality and confidence in what you wear. Beyond acting, Collins has long advocated open conversations around authenticity and self-expression as the author of the international bestseller Unfiltered – values that sit at the very heart of Zalando.

Zalando has named Lily Collins as its first global brand ambassador for 2026.
The year-long partnership will span two major campaigns, curated edits and key fashion moments, launching with the Spring/Summer 2026 ‘What Do I Wear?’ campaign.
Collins will bring her expressive, individual style to reinforce Zalando’s positioning as a trusted, everyday style partner across Europe.

The year-long partnership will span two major campaigns, alongside additional content productions, curated product edits on Zalando, press engagements and participation in key moments across the fashion calendar – bringing her instinctive, expressive approach to style to Zalando’s ‘What Do I Wear?’

James Rothwell, SVP Marketing at Zalando, says: “We’re thrilled to welcome Lily to Zalando as our brand ambassador for 2026. She embodies confidence and creativity with a natural and instinctive connection to fashion. Through this year-long partnership, we’re going to celebrate getting ready as an empowering everyday moment, while reinforcing Zalando’s role as a trusted style partner for our customers, from the little things that shape each day to life’s big milestones.”

Lily Collins adds: “For me, fashion has always been more than just clothes – it’s about how I express who I am in that specific moment. I love that my partnership with Zalando is rooted in the question we all ask ourselves every day: ‘What Do I Wear?‘ It’s not just about the big red carpet moments; it’s about feeling like yourself on a regular day. As Zalando’s first global ambassador, I’m excited to explore individuality and confidence – celebrating the many ways personal style comes to life across Europe.”

The year-long partnership will launch with Zalando’s Spring/Summer 2026 campaign, in which Lily will give her own take on an everyday style question ‘What Do I Wear?’. Building on a legacy of culturally resonant campaigns featuring global talents, the partnership with Collins represents a natural next step in the evolution of the ‘What Do I Wear?’ creative platform – continuing Zalando’s mission to help solve the universal style dilemmas people face every morning, from summer weddings to job interviews.

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Fibre2Fashion News Desk (RM)