Zalando's Christmas Spots Answer Universal 'What to Wear' Question

Just in time for the holiday season, Zalando, one of Europe’s leading online destinations for fashion and lifestyle, has launched its 2025 holiday campaign. As the festive season approaches, bringing with it a calendar full of reunions, parties, and unexpected moments, Zalando returns to answer the universal question: 'What Do I Wear?'

Moving beyond traditional holiday perfection, the campaign captures the authentic, energetic reality of the season. Centred on style confidence, the creative follows three siblings and their broader family – an eclectic cast starring Tish Weinstock, Oliver Green, and ‘The Spanish King’ – as they navigate the relatable highs and lows of the holidays. Through a series of witty scenes, the family navigates spicing up family reunions, to an unexpected kiss under the mistletoe to fulfilling fun uncle responsibilities. Adding an edgy, non-traditional feel, the campaign is topped off with the mysterious and fun track 'HOHO' by duo Charlotte Adigéry & Bolis Pupul.

“The festive season amplifies the 'What Do I Wear?' question. Our customers aren't just looking for products; they are looking for the confidence to show up as their authentic selves, whether they are at the party of the year or a casual family dinner,” says Sara Spännar, VP marketing at Zalando. “This campaign celebrates those real, unpolished moments, offering a destination where quality fashion and lifestyle meet the entertainment and inspiration our customers look for every day.”

The digital-first campaign unfolds across a multi-channel media mix designed to meet customers where they are. Anchored by three hero films and impactful Out-of-Home (OOH) executions, the storytelling extends into the digital space with extensive Online Video (OLV) , Paid Social, and Influencer partnerships to create maximum emotional impact.

To deepen cultural relevance, the campaign also features bespoke contextual placements. This includes presence on video-on-demand platforms like Netflix around holiday favourites , and unique in-app ads for Tinder that showcase character outfits to give users direct inspiration to unlock their style confidence.

The pan-European campaign launched on 2nd December running throughout the holiday season.