Zalando: What Do I Wear Bag

Zalando, Europe’s leading online fashion destination, launches its Autumn Winter ‘25 campaign from Wieden+Kennedy Amsterdam, starring Golden Globe award-winning actress Uma Thurman and multi-platinum recording artist and producer PinkPantheress. Building on Zalando’s ‘What Do I Wear?’ concept, the campaign reimagines the familiar question not as a stressor, but as an opportunity for self-expression. It’s a call to embrace creativity and freedom when getting dressed, inspiring customers to explore their style on their own terms. Set against the vibrant backdrop of a farmers' market, the campaign introduces lookalikes as a playful visual hook. As Uma Thurman moves through stalls of fresh produce and vintage finds, 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.