Zalando launches its Spring-Summer 2025 campaign with two exceptional protagonists: Sarah Jessica Parker and Mahmood. The slogan “What do I wear?” celebrates creativity and fun in dressing, turning the daily choice into an opportunity for personal expression.

The campaign revolves around the universal question: “What should I wear?” – something very similar to the project done with Madame before Sanremo. Sarah Jessica Parker and Mahmood humorously embody this moment of indecision.

Filmed in a town square, the campaign showcases the endless possibilities of fashion: from casual looks for a coffee with friends to sophisticated outfits for a special evening. «Choosing an outfit is telling a story about your identity,» says Parker. «Sometimes it’s easy, other times it requires more thought, but there are no wrong choices!»

Mahmood also sees himself in this dynamic: «On stage, I wear bold looks, but I also ask myself ‘What should I wear?’ when I’m late for a coffee. This campaign is for those who’ve looked in the mirror and changed their mind three times before leaving».

A mix of trends and experimentation Curated by stylist Stella Greenspan, the campaign highlights trends like trompe-l’œil illusions, corsets, and retro prints. Each look reflects the versatility and freedom of expression in contemporary fashion, with contributions from Parker and Mahmood.