What Do I Wear?

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 period fills up with 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 energetic, authentic reality of the season. Centered on style confidence, it follows three siblings and their extended family, including Tish Weinstock, Oliver Green, and “The Spanish King,” as they navigate relatable highs and lows, from spicing up reunions to an unexpected mistletoe kiss to fulfilling fun uncle duties. The entire experience is set to the mysterious and playful track “HOHO” by duo Charlotte Adigéry and Bolis Pupul.

“The festive season amplifies the ‘What Do I Wear?’ question. Our customers are not 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 relaxed family dinner,” says Sara Spännar, VP of 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 seek every day.” With that spirit, the digital-first campaign unfolds across a multi-channel media mix anchored by three hero films and bold Out-of-Home executions, and expands into Online Video, Paid Social, and Influencer partnerships for maximum emotional impact.

To deepen cultural relevance, the campaign includes bespoke contextual placements, from video-on-demand platforms like Netflix around holiday favorites to playful in-app Tinder ads that showcase character outfits and give users direct inspiration to unlock their style confidence. The pan-European campaign launched on December 2 and will run throughout the holiday season.