Zalando brings together PinkPantheress and Uma Thurman

Both icons pose the eternal question: What Do I Wear?

Filmed in bustling local European markets, Zalando‘s FW25 campaign plays with a recurring but always interesting theme: similarities. Uma Thurman walks among stalls selling fruit, flowers and vintage items, encountering reflections of herself in other people along the way. A reminder that inspiration can come from anywhere.

‘Style isn’t just about clothing, it’s about discovering all the facets of your personality,’ says the acclaimed actress. ‘I love how this campaign takes the typical question of “What do I wear?” and makes it exciting rather than intimidating. It’s a reminder that fashion should convey a sense of freedom.’

At the same time, PinkPantheress brings freshness and spontaneity, perfectly reflecting the spirit of the proposal: experiment fearlessly, mix references and dress (yourself) with authenticity.

‘I experiment with music and fashion in the same way, trying out different things, mixing influences and seeing what I feel most comfortable with. This campaign focuses on that freedom to explore and be yourself,’ adds the British singer.

With Pau Avia directing styling, through the lens of Lukas Wassmann and under the direction of Bradley & Pablo, the campaign combines the energy of haute couture with cinematic humour. Swipe through the galleries and discover the images.