Zalando has launched its new AW25 campaign and a new beauty Insider’s Edit, both designed to focus on personalising looks for any individual. 

The campaign sees actress Uma Thurman and recording artist PinkPantheress starring as the e-tailer “reimagines the question ‘What Do I Wear?’ as an invitation to confidently explore personal style”.

It “playfully explores inspiration through lookalikes — celebrating how creativity can be sparked by everything and everyone”.

It’s got “curated looks, cinematic storytelling”, and integration via Zalando’s new Boards feature that’s now live across all markets (Boards looks at specific topics or lifestyle themes and inspires people to adapt them to their own lives). The company said the campaign highlights “personalised inspiration tools and empowers customers to experiment and express their style free from expectations”.

Set against the vibrant backdrop of a farmers’ market, it sees Thurman moving through stalls of fresh produce and vintage finds, as “she encounters surprising reflections of herself, celebrating the idea that inspiration comes from everywhere and everyone. Each outfit inspires her to try something new this season as she saves them to her Zalando app”. 

Meanwhile, PinkPantheress “brings her signature style and spontaneity, echoing the campaign’s celebration of identity, experimentation, and self-confidence”.

As mentioned, underlying all this is a big focus on Zalando’s personalised inspiration tools, as well as emphasising the breadth of its product offer by integrating other key lifestyle categories on Zalando such as Kids & Family and Beauty, with dedicated campaign visuals, featured products and inclusion in Boards.

It worked with creative agency Wieden+Kennedy Amsterdam to conceptualise and produce the campaign. Curated by stylist Pau Avia, photographed by Lukas Wassmann, and brought to life in film by directing duo Bradley & Pablo, “the campaign blends high-fashion energy with cinematic storytelling and humour”.

At the same time, the personalisation theme continues as Isamaya Ffrench, the celebrity make-up artist and brand founder, features in Zalando’s second Insider’s Edit – an expert-led beauty series providing customers with educational content and advice.

She shares her top picks from Zalando in a make-up tutorial combining three of her looks: Charli XCX’s Met Gala smoky eye, Gabriette’s sharp contoured base and Julia Fox’s viral dark lip.

Alongside the tutorial, Ffrench shares expert product recommendations from beauty brands available at Zalando.

The products can also be discovered on a brand-new inspirational make-up Board.

This Edit marks the second of the series, encouraging customers to experiment with different aesthetics. Earlier this year Zalando launched the first Insider’s Edit with skin specialist Sophie Carbonari, offering an insight into her personal skincare routine.