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“What do I wear?”, created by Wieden & Kennedy Amsterdam, aims to simplify fashion choices and encourage people to embrace their individual styles with confidence, highlighting the diverse and personal nature of the question that unites fashion enthusiasts around the world. Anne Pascual, Zalando’s senior vice president of design, marketing, and content, explained the brand’s decision to emphasise storytelling. Accompanying the films is a series of posters by Sophie Jones, depicting characters in relatable situations – such as a first kiss, attending an ex-boyfriend’s wedding, or celebrating a 60th birthday – each paired with the question “What do I wear?” These visuals will be displayed across Europe in various outdoor and digital locations starting 8 September.