See Vogue Scandinavia’s favourite new Zalando looks, shot on the streets of Stockholm

Although the weather at this time of the year can be gloomy, we’re counteracting the chill and darkness with a dose of dopamine courtesy of Zalando’s updated range. This year, the online fashion and lifestyle destination has added a slew of sought-after Scandinavian and international brands to its selection, including Stine Goya, Rabanne, Helmut Lang, Remain, Soulland, Marine Serre, Helmstedt and more. On an early morning in October, Vogue Scandinavia hit the sunny yet brisk streets of Stockholm to capture the highlights of Zalando’s latest offering, as styled by our fashion director, Robert Rydberg.

Curating the looks from Zalando’s refreshed roster, Rydberg says, was a “fun and joyful” process – a veritable candy shop for a sartorial savant. “I was inspired by this new trend called ‘mashup’,” he explains. A monochromatic, minimalistic uniform be gone – the mashup is all about maximalist, vibrant looks that embrace a daring vein through playful and eclectic styling. “You take really strong pieces that naturally don’t really go together, like a puffer jacket, and pair it with a party dress and Dr. Martens, for instance,” Rydberg says. “And Zalando had a lot of strong pieces to create this new, independent and empowered woman living in Scandinavia.”

Indeed, Zalando’s latest line-up invites us to play around with colours, textures and silhouettes. For a hint of ‘70s flair, consider teaming Stine Goya’s knitted vest with a velvet button-down shirt from By Malene Birger. Elsewhere, Baum und Pferdgarten’s autumn staple, the cotton trench coat, is instantly elevated by Rabanne’s emerald green cowl neck top and statement accessories. To crown your ensemble, add Rabanne's sparkly chainmail beanie. “Part of my inspiration [for the shoot] was also the idea of dressing up to go to a party and someone snaps a picture of it [the outfit] – this is how it can look in Scandinavia,” Rydberg continues.

The key to creating an eye-catching get-up during the colder months – mastered by many a Scandi? Layering. Think dresses over (or under) long-sleeves, shirts on shirts, puffer vests paired with lighter jackets… the options are endless. A platform like Zalando provides the perfect opportunity to cultivate a unique wardrobe, whether your taste leans more into high street or high fashion.

Honing in on the company’s core values of inspiration, inclusion, quality and experience, Zalando’s new brand additions mark another step in its journey toward becoming Europe’s leading e-commerce site for fashion and lifestyle. “We are in a unique position to tap the future of the luxury customer base who mixes and matches across different styles and items,” says Lena Sophie Roeper, director of Designer & Luxury at Zalando. “Our vision for Designer on Zalando is to cater to our customers' lifestyle and meet their needs for the everyday, so we are curating new brands to respond to that; showcasing everything from timeless accessories, seasonal wardrobe staples, exceptional investment pieces, vacation essentials, outfits for special occasions – all the way to gifting for family and friends.”

As seen in recent events like Zalando’s Marine Serre release during the SS25 Paris Fashion Week, alongside the Helmut Lang launch earlier this year starring artist Rina Sawayama, the company goes beyond simply offering the hottest brands right now; for Zalando, it’s about fostering a community and cultivating a dynamic, finger-on-the-pulse space where, as Roeper puts it, labels can “narrate their story.” “We want to serve ultimate style solutions that – when paired with quality brands, authentic messaging, and amazing experiences – tap into the rhythm of culture, giving them the freedom to express themselves regardless of age, gender or ethnicity,” she says.