Zalando explores fashion as self-expression, with Sarah Jessica Parker and Mahmood

The universal, almost existential question resonates every morning: " How should I dress? " For the spring/summer 2025 season, Zalando , Europe's leading online multi-brand fashion destination, is tackling this familiar question with a campaign that is both elegant and playful, embodied by key figures from the world of fashion and entertainment: Sarah Jessica Parker and Mahmood .

Under the watchful eye of stylist Stella Greenspan , this campaign stands out for its ability to highlight the beauty of everyday clothing choices. It's not just about clothes, but a journey into self-discovery through fabrics, shapes, and colours . By highlighting the transformations a simple look can bring about, Zalando invites us to explore the fun and creativity behind every outfit, while affirming that getting dressed is, above all, an adventure in self-confidence.

Sarah Jessica Parker , award-winning actress and fashion icon, lends her image to this campaign with the same grace that marked her role as Carrie Bradshaw, the mythical figure of Sex and the City . Alongside her, Mahmood , the Italian singer-songwriter with a unique charisma, brings a touch of authenticity and modernity. Together, they embody personalities who, although coming from different worlds, share the same thoughts on the process of dressing.

In the campaign film, a bustling plaza backdrop serves as the backdrop for this exploration of clothing as a reflection of oneself. "Choosing an outfit is a bit like opening up about who you are," says Sarah Jessica Parker. With effortless ease, she reminds us that sometimes the choice is instinctive, and other times it requires reflection. But either way, "there's never a wrong choice."

Mahmood , for his part, gives us a candid confession: "Even though I've worn bold looks on stage, I also sometimes find myself facing the banal, yet ever-present, dilemma of how to dress before meeting friends for coffee. What if I'm late?" This account gives a human and terribly relatable dimension to this eternal question, proving that dressing is a quest shared by all , regardless of status or fame.

The campaign highlights the biggest trends for the Spring/Summer 2025 season , and it is under the precise eye of Stella Greenspan that each look has been designed to reflect the current spirit of fashion: bold, versatile and always in search of authenticity . Trompe-l'œil designs, modern corsets and retro prints are the figureheads of a wardrobe that is both anchored in the spirit of the times and resolutely avant-garde.

However, it's not so much the exposure of trends that is striking, but the way Zalando invites its consumers to experience them in their own way. For the brand, dressing becomes an act of self-affirmation, a way to express one's uniqueness. This process isn't simply a matter of following codes, but a reinterpretation of these codes through a deeply personal prism. An invitation to reinvent oneself, every day, through clothing.

At Zalando , we understand that getting dressed goes far beyond choosing an outfit. "It's a daily moment that says a lot about your personality and your desires," says Sara Spännar, VP Global Marketing. And it's precisely this intimate and joyful dimension that the campaign celebrates. Getting dressed becomes a moment of pleasure, a moment of freedom where you can lose yourself in order to better find yourself.

By choosing to work with two iconic figures like Sarah Jessica Parker and Mahmood , Zalando offers its customers the opportunity to feel confident in their clothing choices. Because, as Sarah Jessica Parker says, the most important thing is not the perfection of the choice, but being true to yourself.

So, Zalando 's seasonal campaign doesn't just answer the question "How do I dress?" , it elevates it into an act of freedom, self-expression, and self-confidence. And that's the magic of fashion: its power to reveal the individual in all their splendor.