Zalando
Zalando's e-commerce fashion campaigns, retail edits and cultural collaborations
Featured Zalando projects
This week's top Zalando projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Zalando · AW 26
Zalando steps into the new season with AW 26, a campaign that redefines the intersection of designer fashion and accessible retail through a lens of curated domesticity. By moving away from traditional sterile studio environments, the project leans into an intimate lifestyle narrative that elevates everyday menswear. Photographer Teresa Ciocia masterfully utilizes natural light to capture the tactile quality of the collection, drawing out the depth of intricate metallic embroidery on knitwear and the rich, weathered finish of leather trousers. The resulting editorial photography feels grounded yet aspirational, placing high-end silhouettes within a relatable kitchen interior that centers the wearer rather than the product. The casting, overseen by Mireia Torra, brings a contemporary edge to the imagery, featuring talent like Eden Burundi whose composed presence anchors the visual storytelling. This deliberate shift toward editorial minimalism allows the textures of the clothing to take center stage, proving that the future of e-commerce platforms lies in building an emotional connection through sophisticated, story-driven visuals. By balancing the grit of natural textures with the elegance of modern designer pieces, the AW 26 collection successfully bridges the gap between high-fashion editorial aesthetics and the realities of modern urban living, setting a high standard for how digital retail platforms can effectively present seasonal narratives in an increasingly crowded fashion landscape.
Zalando · Zalando Festival
Zalando presents the Zalando Festival, a commercial project designed to mimic the aesthetic of a live fashion broadcast. The campaign features a news anchor delivering style forecasts and festival updates, alternating between a stylized studio set with warm tones and outdoor festival grounds. Produced by GREATERGOOD, the project utilizes clean broadcast graphics and news-style transitions to frame its fashion content. The imagery relies on a professional presentation, capturing the energy of festival-season trends through a curated, editorial lens.
Project Zalando · Lacoste - Life’s a game, serve with ...
The latest campaign for Zalando, titled Lacoste - Life’s a game, serve with..., expertly synthesizes the heritage of luxury fashion houses with a contemporary, lived-in aesthetic. By positioning the iconic Lacoste aesthetic within the rhythm of urban daily life, the creative team, including photographers Florian and Sebastian and casting director Julia Valeska Nische, crafts a narrative that feels both aspirational and deeply grounded. Starring content creator Stefanie Giesinger, the imagery masterfully leans into an editorial lifestyle approach, capturing candid moments of movement and grooming against the backdrop of historic European stone squares and chic city streets. The execution relies on high-contrast and soft natural light to emphasize the rich, tactile details of the collection, from the structured accordion pleats of the signature handbags to the crisp, minimalist lines of the classic trench coats. This commercial campaign succeeds by creating an effortless interplay between high-end accessories and everyday settings, effectively modernizing the brand’s legacy without sacrificing its timeless character. Through carefully curated compositions, the work channels a sense of relaxed elegance, proving that even the most structured fashion pieces can integrate seamlessly into the complexities of a modern routine. The result is a visually cohesive series that balances commercial polish with a warm, authentic human perspective, ensuring that each frame resonates with both style-conscious audiences and casual observers alike.
Project Zalando · What do I wear
Zalando tackles the perennial holiday sartorial dilemma with its latest What do I wear campaign, a masterclass in lifestyle commercial storytelling that pivots away from rigid lookbooks toward authentic, relatable human moments. By posing rhetorical questions against a backdrop of domestic chaos and festive cheer, the project grounds e-commerce retail in the messy, wonderful reality of the season. Photographer Rosie Marks captures these vignettes with a signature eye for narrative depth, utilizing a live-action technique that feels both staged and spontaneously candid. From the quiet tension of a parent navigating a toddler’s play session to the playful, performative surprise of a holiday mistletoe encounter, the work moves fluidly through various textures—satin, heavy knits, and sequins—brought together by the astute styling of fashion editor Elena Mottola. The visual language is defined by a soft, bright, and warm lighting style that transforms everyday living rooms and bathrooms into intimate stages. Featuring talent such as Oli Green and Tish Weinstock, the campaign leans into the idea that clothing is not just aesthetic, but a companion to our shifting seasonal moods. By framing high-fashion pieces alongside the mundane artifacts of a holiday gathering, Zalando successfully humanizes the shopping experience, ensuring the brand feels like a participant in the user's life rather than just a destination for their next transaction.
Zalando · What Do I Wear?
Zalando presents 'What Do I Wear?', a fashion campaign featuring Sarah Jessica Parker. Developed by agency Mother London and produced by Pulse Films, the project captures a series of urban vignettes set across European streetscapes and café environments. The commercial utilizes a dynamic, high-energy editing style, layering daily routines with fashion-forward outfit transitions. The execution leans into 1970s-inspired aesthetics, employing cinematic lighting and slow motion to build a rhythmic, movement-driven narrative. Sound design by Tracks & Fields complements the visual pacing of the live-action sequences.
Adidas, Zalando · Be the inspiration
The 'Be the inspiration' campaign for Adidas and Zalando presents a series of athletic apparel and footwear in a surreal, imaginative context. Produced by Le Berg with Zalando Marketing Services, the production blends live-action cinematography with intricate VFX to place models within stylized, dreamlike landscapes and floating islands. Technical execution relies on dynamic camera movements and polished transitions, accented by vibrant color grading. The project highlights both the functionality of the sportswear and the creative vision of the production team, with post-production services provided by The Compound.
Zalando · Les Ardentes 3
Zalando presents Les Ardentes 3, a fashion campaign film that highlights contemporary streetwear styling through a dynamic outdoor lens. The production, helmed by ILA Studio, features a lead talent in a vibrant purple patterned jacket and cargo trousers, capturing fluid motion against a textured architectural backdrop. The cinematography leverages low-angle framing and natural light to emphasize the energy of the performance. Utilizing a vertical format, the commercial maintains a sharp aesthetic through clean digital capture.
Zalando, New Balance · The Nod (Director Cut)
Zalando and New Balance present The Nod, a collaborative project capturing contemporary urban life through a series of street-level observations. The film documents interactions between pedestrians and their environments, blending candid moments with deliberate, stylized close-ups of footwear and apparel. Produced by BONAPARTE and Zstudios, the project moves between documentary-like street footage and focused product highlights. The directorial approach employs dynamic camera movements to frame the sportswear within the context of everyday city living, utilizing a clean, nostalgic visual language.
Zalando · ‘What Do I Wear? SS25’ Zalando (Colour by Marina Starke)
Zalando presents ‘What Do I Wear? SS25,’ a fashion campaign developed by agency Mother. The project highlights a diverse cast moving through European urban squares, cafes, and cobblestone streets to explore seasonal wardrobe choices. The film utilizes cinematic framing and a vibrant, natural colour grade—enhanced by colourist Marina Starke—to contrast distinct statement pieces against textured architectural settings. These live-action sequences rely on nostalgic visual cues and slow motion to capture movement and texture within the designer fashion space.
Project Zalando · High Jewelry
Zalando presents its High Jewelry campaign, a series of studio photographs documenting fine accessories through a minimalist lens. The imagery focuses on the tactile nature of gold and silver pieces, capturing the interplay between metallic textures and layered materials like translucent paper and textiles. Photographer Julia Morozova employs both soft, diffused light and precise directional lighting to highlight the craftsmanship of necklaces, rings, and bracelets. The editorial and commercial compositions balance technical detail with clean, deliberate arrangements.
Project Zalando · Zalando FW25 Campaign
The Zalando FW25 campaign explores a blend of high-street fashion and candid, urban documentary storytelling. Photographed by Lukas Wassmann with styling by Pau Avia, the campaign features a dynamic cast including actor Uma Thurman and entertainer PinkPantheress. Captured against the backdrop of bustling outdoor markets and city streetscapes, the imagery relies on natural light and an editorial approach to highlight the collection's layered textures and bold, autumnal color palette. Moving between cinematic commercial compositions and raw, retro-inspired street photography, the campaign leans into the everyday rhythms of an outdoor market. The styling focuses on contemporary silhouettes, ranging from structured tailored suits and statement leather outerwear to workwear-inspired denim, resulting in a cohesive visual narrative that positions the seasonal apparel within a relatable, lived-in environment.
Project Zalando · Marni Accessories
Zalando presents an editorial and commercial fashion campaign for Marni Accessories, captured by photographer Pietro Cocco. Set against the backdrop of European urban architecture, the series leans into a playful aesthetic that prioritizes high-contrast textures and saturated color palettes. The imagery, which highlights various bags and accessories, employs natural light and high-speed freeze techniques to create an informal, kinetic energy. Featuring model Mwathi Gakonga alongside a diverse cast, the project explores the interplay between structured leather goods and everyday city life. The production team included producer Jes Levy and casting director Mireia Torra, with makeup artistry provided by Berenice Ammann. The resulting collection of portraits and street-style shots highlights the accessories through dynamic interaction and candid movement.
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