The European platform bets on Lily Collins as its first global ambassador and redefines its positioning at the intersection of fashion, entertainment and technology.
Fashion platform Zalando has announced Lily Collins as its first global brand ambassador in a strategic move designed to reinforce its identity as a style destination beyond online shopping. The actress, internationally recognised for ‘Emily in Paris’, will front two major campaigns in 2026, alongside editorial content and activations tied to key moments in the fashion calendar.
The partnership will debut with the Spring 2026 campaign, amplifying the platform’s core message, “What Do I Wear?”, as its central narrative. Collins, whose career has been shaped across cities such as Paris, Italy and London, brings what the company describes as an authentic connection to European fashion culture. Known for blending haute couture with everyday wardrobe staples, she embodies creativity, confidence and individuality.
The appointment forms part of Zalando’s wider digital evolution. Last September, the company replaced its traditional homepage with an AI-powered discovery feed designed to keep users scrolling longer through personalised recommendations and creator-led storytelling.
Founded in Berlin in 2008, Zalando operates across 29 European markets and serves more than 61 million active customers. Through this collaboration, the group is investing in cultural content and celebrity-led narratives to stand out in an increasingly competitive e-commerce landscape, positioning itself as a style and entertainment hub rather than simply an online retailer.
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