We all know Zalando—one of the leading online fashion and lifestyle platforms in Europe—and today the brand reveals a new identity and an intriguing campaign. It’s called “What Should I Wear?” and accompanies the Autumn/Winter 2024 season with photos featuring Willem Dafoe, Brigitte Nielsen, Luka Sabbat, and a TikTok personality we’ve seen frequently this year: Sabrina Bahsoon—yes, the very #TubeGirl who has racked up millions of views on the Chinese social platform.

This campaign, shot by Sophie Jones, focuses on the confidence we build through our style, highlighting the universal daily experience that connects us all. Regardless of age, where we live, or gender, we all face the common dilemma of deciding what to wear each day. In short, while the paths of our lives may differ, the common denominator remains style.

Zalando, in this sense, simplifies the process and instills confidence by offering a vast assortment of products alongside inspiring content and an exceptional shopping experience.

This is not just a new campaign but also a new brand identity. The orange in the logo is more vibrant, the logo has been modernized, and there’s a dynamic brand motion with a custom font—designed specifically to be more readable and improve accessibility. All these new elements in the brand identity will be gradually rolled out across all Zalando channels in the coming months.