A few months ago, we told you about Zalando’s new Spring/Summer 2025 campaign starring Sarah Jessica Parker and Mahmood, centered around that simple and universal question we’ve all asked ourselves at least once in front of the mirror: “What should I wear?”.
An apparently light question, but one that, because of its everyday nature, opens the door to a much broader theme: how do we express ourselves through clothing? What are we saying about ourselves when we choose a jacket, a color, a shape?
This is where we started to create a new chapter of that narrative, together with Martina Guzzoletti, the protagonist of the video we made inspired precisely by this concept: using fashion not just to get dressed, but to express a shade of one’s personality.
For Martina, the key to turning clothes into a manifesto of personality is asking the right questions and truly understanding oneself. In short, it’s never just about clothes or accessories, but fragments of the self, different ways to face the world.
Just like in the Zalando campaign, where Parker and Mahmood explore the transformative power of outfits with irony and freedom, Martina also shows us how fashion can be treated as both a game and a conscious choice, a personal gesture and a possibility for metamorphosis.
The result is a visual narrative that celebrates the possibilities of dressing up, that moment when we pause, look at ourselves, and decide, even just for a day, who we want to be and what we want to express.
With the Spring/Summer 2025 campaign, Zalando—and Martina—teach us that there are no wrong choices, because every choice is a sincere attempt to tell our story.
All the items worn by Martina are available on zalando website.
Photo: Cristina Sinelli
