Choosing a look for an event is not an easy task. Pants that may be too casual, or an overly elegant jacket. The doubts, the mistakes, the possibilities. Zalando brings all these thoughts to life in “Innver voices”, its advertising campaign for the autumn and winter 2026 season, starring actress Lily Collins and designed by the creative agency Wieden+Kennedy Amsterdam.
Within the framework of its “What should I wear?” platform, launched two years ago, the fashion marketplace once again communicates its desire to improve customers’ confidence in their own style and satisfy their needs through quality, lifestyle and inspiration, while continuing to highlight its wide range of fashion product options and an attractive shopping experience.
The ad places viewers in the mind of Lily Collins, brand ambassador since February, during her preparations to attend a haute couture event. In a humorous way, the brand is placed at the center of its fashion decisions through designer Bella Freud and fashion commentator Nicky Campbell, who constitute a kind of Style Council in an imaginary control room and guide the actress in choosing the most appropriate garments for the occasion.
The campaign represents Zalando’s commitment to a longer narrative and, in fact, describes the piece as “a cinematic comedy.” “This campaign also represents an exciting milestone for us as we embrace the long-form audiovisual format, allowing us to delve deeper into an entertaining and self-assured cinematic narrative that is more relevant to our customers.”, commented Sara Spännar, Global Vice President of Marketing at Zalando.
The brand’s goal is to take a step further into entertainment and storytelling to drive consumer connection in the 29 European markets in which it operates. This continues to deploy Zalando’s broader strategy of going beyond advertising to offer content focused on inspiration.
“In our marketing campaigns, whether global or local, we opt for an approach that connects directly with our Spanish customer, promoting authenticity and self-expression in fashion.“commented Eloisa Siclari, General Director of Zalando for Spain, Portugal and Italy. “With this campaign, we reaffirm our commitment to offering inspiration, variety and maximum confidence in every style decision. This is where true fashion begins.”.
In this sense, in addition to the main spot, the campaign includes pieces dedicated to the protagonists, as well as a series of photographs that will reflect the process of choosing clothing and the last steps before showing it off to the world.
The campaign has been active since August 31 on all the brand’s channels internationally.
On the other hand, the campaign includes a collaboration with Levi’s, which also plays a prominent role in the main advertisement as it is the outfit chosen by Colins. As explained by Zalando, it will be a creative spin-off of the concept that articulates “What should I wear?” and will explore the idea through the question “Who do I want to be today?” This part of the strategy will be deployed in outdoor advertising and on Zalando channels.
