Lily Collins, the British-American actress popularly known for her role in Netflix's "Emily in Paris," has been named the first global ambassador for Zalando, a major European online fashion platform. This partnership marks a significant milestone for Zalando, aiming to leverage Collins' immense pop culture influence and popularity from the hit series. The announcement includes plans for significant collaborations that will include two main campaigns and other digital projects, ensuring Collins' visibility is interwoven with Zalando's branding efforts.

The collaboration is set to kick off in the spring/summer of 2026, positioning Collins to play a pivotal role in Zalando's marketing strategies. This initiative will also involve her participation in media engagements and key events in the fashion calendar, showcasing her influence in shaping contemporary fashion narratives. As part of these campaigns, Zalando will explore themes around personal style, revolving around the question "What should I wear?", a relatable issue for many fashion consumers.

By selecting Collins as its ambassador, Zalando aims to create a more engaging platform for its users while tapping into the ongoing conversation about fashion in modern culture. The strategic partnership signals Zalando's commitment to strengthening its brand identity and customer relationships, using Collins' star power to enhance its market presence across Europe and beyond.