First global brand ambassador: Lily Collins becomes the face of Zalando

Zalando has appointed British-American actress Lily Collins as its first global brand ambassador to highlight the creative expression and individuality of its customers.

The year-long partnership will include two major campaigns; the curation of exclusive content formats; and style edits_ the Berlin-based online retailer announced on Tuesday. Collins_ known as a style icon for her role in the Netflix series Emily in Paris_ will help to answer the central question: “What should I wear?”. “For me_ fashion has always been more than just clothes – it is an expression of my personality and what I am feeling at any given moment_” said Lily Collins of her new role.

The online retailer also emphasised the strategic importance of the appointment. James Rothwell_ SVP of marketing at Zalando_ explained: “Lily Collins embodies the creative expression we want to convey to our customers: fashion as a tool for self-confidence_ whether in everyday life or on special occasions.”

The collaboration will launch with the spring/summer 2026 campaign_ where the actress will address everyday style dilemmas.

This article was created with the assistance of artificial intelligence.