With Fashion Week behind us, Zalando’s Autumn/Winter campaign still plays in the back of my mind. During FW they set the tone by releasing a clip we can all relate to. The video centers around your “inner voices” when getting ready (say, for an important event).
The campaign stars global brand ambassador Lily Collins, alongside well known fashion designer Bella Freud and the iconic fashion commentator Nicky Campbell. It’s directed by two-time Grammy winner Melina Matsoukas, and brings her signature style to Zalando’s platform, shaping the mundane everyday stress of choosing an outfit into a sharp, true fashionable comedy.
They pose the daily question, as simple as it is complex: “What am I going to wear?” and turn it into a witty display of chaotic comedy, highlighting the internal debate we all can identify with all too well. When that simple question turns into a pile of clothes covering your bedroom floor.
Lily Collins plays out this universal dilemma with the help of her own personal (inner) voices: Bella, the voice of reason and support, and Nicky, the sharp, critical eye. Together, they gently badger and support her through all the bold jackets and differently themed combinations, a kind of personal style council. They emphasize the push and pull between doubt and re-affirmation that we experience when posing in front of the mirror.
Speaking on the campaign, Lily Collins mentioned:
“We all ask ourselves every day: ‘What am I going to wear?’ I think it’s wonderful that this campaign immerses itself in the beautiful chaos of that decision-making process. It was a true pleasure to be on set with Bella and Nicky. Her confident demeanor and his brilliant humor together form my inner style council and perfectly show how we all weigh our clothing choices before leaving the house.”
The Autumn/Winter 2026 campaign also showcases a series of unfiltered, behind-the-scenes-style images giving insight into their final moments of preparation. This campaign also marks an exciting milestone, as they opt for feature-format film for the first time.
“Inner Voices” stresses how clothing is a form of self-expression, and that getting dressed is mostly about finding something that makes you feel most like you.
