Zalando Puts a Holiday Twist on the Age Old What to Wear Question

Zalando, one of Europe’s leading online destinations for fashion and lifestyle, launches its holiday campaign today. The campaign addresses the festive season’s dilemma of finding the perfect outfit, while offering Zalando as the solution of being the multi-brand destination for fashion and lifestyle.

Building on Zalando’s refreshed brand positioning, introduced in September, the holiday campaign highlights the company’s commitment to helping customers find the best fashion and lifestyle choices through a focus on quality, inspiration, and entertainment. It addresses the universal question, ‘What do I wear?’, which takes on new significance during the holiday season as people prepare for an array of events and celebrations.

“This holiday season, we are addressing the world's biggest yet smallest question – the universal fashion dilemma – in a relatable and playful way. We aim to help our customers feel confident in their choices, no matter the occasion, by being the destination for style inspiration and quality fashion,” says Sara Spännar, VP marketing at Zalando.

The campaign captures the familiar moment of wardrobe indecision – the 'towel stare.' This existential pause, sitting wrapped in a towel and overwhelmed by choices, serves as the centrepiece of the campaign’s TV commercial. The protagonist is played by German actress and influencer Sofie Eifertinger, known internationally for her lead role in the Netflix series KITZ. 

With a continuation of the holiday messaging, Zalando’s campaign will run from December 3rd, 2024, until January 31st, 2025, with the new phase centred on supporting customers as they embrace the new year, prioritising fitness and wellness with stylish, functional gym wear. The campaign will encourage individuals to discover outfits that combine fashion with comfort, motivating them to reach their new year goals in style. 

“Nothing screams "What do I wear?" quite like the existential dread that strikes while sitting on your bed, wrapped in a towel, staring blankly at the wall. During the holiday season, this decision paralysis only intensifies. Juggling multiple events in quick succession turns the simple act of choosing an outfit into a full-blown catastrophe. In this film, we follow the journey of how one innocent 'towel stare' spirals into a holiday wardrobe nightmare. But don’t worry - Zalando is here, to save the season with perfect outfit solutions.” added Martin Rose, exec creative director at Mother.

The holiday campaign will run across TV, social media, and Zalando’s Stories platform.