mm studio oversees the announcement of Lily Collins as Zalando’s First Global Ambassador

February 2026 01.02.26

Scatto editoriale realizzato per Zalando in occasione dell’annuncio di Lily Collins come prima Global Ambassador del brand: l’attrice appare in un contesto urbano essenziale e contemporaneo, indossando un look sofisticato che combina texture artigianali, silhouette moderne e dettagli rétro in perfetto equilibrio tra eleganza e self-expression. L’immagine riflette il linguaggio visivo autentico e personale che caratterizza la piattaforma creativa “What Do I Wear?”, mettendo al centro uno stile spontaneo, riconoscibile e profondamente individuale. Attraverso una composizione pulita e cinematografica, lo scatto traduce la visione fashion di Zalando in una narrazione editoriale capace di dialogare con il pubblico contemporaneo e con i media lifestyle e moda. La campagna rafforza il posizionamento del brand attraverso un racconto visivo coerente, internazionale e orientato all’espressione personale. Comunicazione e media relations per il mercato italiano curate da mm studio per Zalando | Editorial image created for Zalando to announce Lily Collins as the brand’s first Global Ambassador: the actress is portrayed within a clean contemporary urban setting, wearing a sophisticated look that blends handcrafted textures, modern silhouettes and retro-inspired details in a balance of elegance and self-expression. The image reflects the authentic and personal visual language behind the creative platform “What Do I Wear?”, placing spontaneous, recognizable and deeply individual style at the center of the narrative. Through a cinematic and minimal composition, the photograph translates Zalando’s fashion vision into an editorial story designed to resonate with contemporary audiences and lifestyle and fashion media alike. The campaign strengthens the brand’s positioning through a coherent, international and self-expression-driven visual narrative. Communication strategy and media relations for the Italian market curated by mm studio for Zalando.

MM Studio oversaw the announcement of Lily Collins as Zalando’s first Global Ambassador, supporting the brand in managing communication with the Italian press.

The Golden Globe–nominated actress, recognized as one of the most influential voices in contemporary style, is involved in a year-long project featuring campaigns and content with the retailer across key moments of the fashion calendar.

Thanks to her expressive and personal approach to style, Lily Collins perfectly embodies Zalando’s vision, helping to bring new energy to the creative platform “What Do I Wear?” while reinforcing the dialogue around authenticity, individuality and self-expression.

For the launch, a communication strategy tailored to the Italian market was developed, with the aim of maximizing the project’s visibility and strengthening the brand’s positioning through a consistent and media-relevant narrative.