Siim Liivik Joins Zalando: The Scandi Fashion Survival Guide Begins
Zalando just dropped some major news for the Nordic fashion scene. One of Europe’s leading fashion and lifestyle platforms is stepping up its game in men’s fashion with a new face — Siim Liivik.
Yeah, that Siim. The former pro athlete turned all-around entertainment figure, now officially Zalando’s brand ambassador for 2026.
Liivik’s connection to fashion isn’t new. His look has always carried that fearless “I wear what I want” energy — mixing streetwear, sport and designer pieces in ways that just make sense. Now, that unapologetic style is front and center in Zalando’s newest campaign: The Scandi Fashion Survival Guide.
The campaign launches December 2025 and will run through 2026, highlighting Zalando’s full men’s lineup from streetwear to high-end design. The vibe? Smart, playful and very Scandinavian. Think: “Never trust the sun, it’s a trap.” and “Your fit should survive both ice and small talk.”
Behind the visuals stands an elite creative team: Danish art director Simon Rasmussen, internationally acclaimed fashion photographer Jumbo Tsui, and award-winning Finnish stylist Nikke Hellström. Together they’ve built a world around Liivik’s personality sharp, stylish, and laced with dry humor.
This collab isn’t just about clothes. It’s about celebrating individuality, breaking limits and showing that Scandinavian style can be both practical and fearless.
For Siim, this partnership is more than a campaign. It’s a full-circle moment.
“I’ve always had three passions: sports, music and fashion. Honestly, I feel the same excitement as when I signed my first pro hockey contract,” Liivik says. “This feels like another childhood dream coming true. I’ve already worked with insanely talented people for the shoot and I can’t wait for what’s next.”
This collab isn’t just about clothes. It’s about celebrating individuality, breaking limits and showing that Scandinavian style can be both practical and fearless.
With Liivik in the spotlight, Zalando’s message is clear: Scandi fashion is here to stay — and it’s got attitude.
