What should I wear to the beach? And for the festival? And to go to the festival? The question that Zalando has been asking in recent years as part of its global brand platform resurfaces in its advertising campaign for the summer with which it once again celebrates fashion as a tool of personal expression in the three social scenarios that define the season in our country: the traditional festival, music festivals and beach days.
Created by the ESTA Pasando agency and under the claim “No one wears summer like us”, the fashion platform connects its concept “What should I wear?” with the local culture, paying direct tribute to the unique, spontaneous and natural way in which summer is lived and enjoyed. Thus, Zalando once again highlights its wide range of fashion product options, as well as its ability to satisfy the needs of all types of customers.
The idea materializes in three different spots, each of them set in a different summer setting, but all happening to the rhythm of the popular song “Aserejé”, by Las Kétchup. Thus, the singer Rigoberta Bandini can be seen walking the streets of Madrid during a traditional festival under the question “What should I wear so that the festival keeps up with me?”
The Catalan singer also stars in the piece dedicated to music festivals, and in this sense, she appears in a coastal area meeting a friend willing to enjoy the concerts. In this spot Zalando asks “What should I wear to festivals?”
The ads are produced by The Movement by Landia.
The third ad stars Carlos Peguer and Mariang Maturana, also known as La Pija and La Quinqui, whose podcast the brand has sponsored for several seasons. Both wear outfits ideal for enjoying the long days with the brand under the question “What should I wear to go from the beach to the beach bar?”
The campaign invites consumers to experience fashion with joy and personality and strengthens Zalando’s relationship with lifestyle in Spain, a market that it considers key for its business, through events that have become strategic for the category.
“With ‘Nobody wears summer like us’ we want to connect with the customer in a local and authentic way, offering inspiration for those moments when fashion becomes a language of self-expression.“; commented Eloisa Siclari, General Director of Zalando for Southern Europe, in a statement. “We have detected a growing trend in the purchase of specific fashion for these events, which have established themselves as the great showcase of summer trends.“,
Zalando’s summer deployment
In addition to the ads, Zalando’s summer advertising campaign will also include digital content and outdoor advertising executions.
Likewise, it will carry out experiential activations in large format. As the company anticipates in a statement, it plans to deploy its presence and brand experience over the coming weeks in the three types of events to which it refers.
Thus, it has celebrated the fifth edition of La Verbena de Zalando, this time at the Príncipe Pío Station in Madrid. Users, influencers and content creators have enjoyed a reinterpretation of popular festivals. The event featured, among other things, the proclamation by La Pija and La Quinqui; live performances by Rigoberta Bandini and Las Ketchup; or a pop-up showroom, with the presence of brands such as Bimba y Lola, Desigual or Camper.
On the other hand, Zalando has announced that it will serve for the first time as a strategic sponsor of Primavera Sound Barcelona 2026. The brand will be linked to the popular music festival with digital content and also with a physical presence, all with a narrative that will address fashion trends in the festivals’ territory.
Finally, Zalando will also navigate beach culture with a presence during the month of June in coastal areas. Its objective, according to its statement, will be to capture the Spanish style associated with summer moments.
