Zalando is looking to expand into a pan-European ecosystem for fashion and lifestyle e-commerce and has revised its own word-image brand for this purpose, which will be rolled out alongside the Autumn/Winter 2024 campaign “What should I wear?”. The focus of the revised brand identity is an orange colour scheme and a specially developed font intended to improve accessibility, as Zalando aims to create a consistent shopping experience across all touchpoints. Zalando has also introduced a new feature for stories on its platform, allowing customers to explore fashion through the perspectives of their most popular icons and influencers.

The "What should I wear?" campaign features a high-profile and diverse cast, including actor Willem Dafoe, model and actress Brigitte Nielsen, model and actor Luka Sabbat, and content creator and model Sabrina Bahsoon, also known as #TubeGirl. Inclusivity and the varied fashion needs of Zalando's customers are at the heart of the campaign.