Former Vogue Scandinavia cover star Lily Collins has just been announced as Zalando’s first-ever global ambassador. Ahead of her first campaign for the beloved retailer, we react to the big news
Moomin enthusiast, Copenhagen local (sometimes) and two-time Vogue Scandinavia cover star Lily Collins has just been named as Zalando’s first-ever global brand ambassador. It’s a fitting choice; thanks in part to her starring role in zeitgeist-capturing Emily in Paris, Collins has emerged as a relatable fashion icon. Off-screen, she’s known to champion Scandinavian brands from Stine Goya to Munthe, both of which just happen to be among Zalando’s expansive selection.
The one-year ambassadorship will span two campaigns, the first of which, the imminent spring/summer 2026 campaign, will tackle a universal daily fashion dilemma: ‘What Do I Wear?’.
Photo: Zalando
“For me, fashion has always been more than just clothes – it’s about how I express who I am in that specific moment,” says Collins. “I love that my partnership with Zalando is rooted in the question we all ask ourselves every day: ‘What Do I Wear?‘ It’s not just about the big red carpet moments; it’s about feeling like yourself on a regular day. As Zalando’s first global ambassador, I’m excited to explore individuality and confidence – celebrating the many ways personal style comes to life across Europe.”
Collins, meanwhile, truly is global. Born in England and raised in Los Angeles, she and husband Charlie McDowell also own a home in Copenhagen. Their daughter Tove, meanwhile, is named for Moomin-creator Tove Jansson. On screen, Collins’ most ubiquitous character, Emily Cooper, has moved on from the titular Paris to Rome. Along the way, Collins herself has developed an aesthetic that embraces a certain Danish eclecticism, mixing high end with high street, all with notable ease.
“We’re thrilled to welcome Lily to Zalando as our brand ambassador for 2026,” says James Rothwell, SVP Marketing at Zalando. “She embodies confidence and creativity with a natural and instinctive connection to fashion.” In short, the sort of person who can credibly pose the question “What Do I Wear?” whilst simultaneously offering an answer.