Marta Ortega's new Zara or how to direct accessible fashion towards luxury

• The latest from Zara?

  Now you do makeup in their stores for Christmas

The initial impact of the

already seems to be outweighed by those things of the rapid consumption of news on the Internet (and because 2021 has been far from giving an informative break). Not so much the launch by Zara of a

, directed by

, which has titles such as 'Call Me By Your Name' or 'Suspiria' in his filmography. Why has it been relevant, beyond giving an interesting twist to the usual corporate communications in these times? Precisely because of the proper name that directs the 40-minute short.

;

familiar to (a little) trained eyes.

The former can still be in the first category;

the second, no.

But that category, that of the popular in certain sectors, is precisely the one that Ortega seems to be turning to for

At least,

Courtesy of Zara

Although it is possible to talk about the path that Marta Ortega's Zara will follow, it cannot be ignored that the first steps have been taken under Pablo Isla's mandate. The reason is simple:

. For this reason, this Christmas short or

, which happened a few days ago, are just one more example of the change that the house is giving. Because yes, in the communications that spoke about

(as has happened now with coats), the brand

The (sometimes too) sacrosanct term that luxury brands refer to themselves.

Brands no longer want to be brands, just as some designers no longer want to call themselves that way, because "creative director" is preferred?

It may be, but that's another story.

Courtesy of Zara

The one that has brought us up to here is precisely that of the

not so much because of possible changes in nomenclature as because of the

of the pieces they offered. Social networks questioned the materials, the profit margin that those garments would leave;

was praised

in the midst of a climate that seems increasingly devoted to timeless basics.

While different brands raise their 'ticket' in timeless garments precisely because of their durability (the message is clear: you can spend more money on this piece, because you are going to wear it a lot and for many years), the Spanish colossus offers customers an investment in pieces crush.

And here's a possible connection:

Courtesy of Zara

have appeared in the web catalog

. The design is impressive 'per se':

(and a few extras that are included with the order, to make possible repairs). The price? A not inconsiderable

A number comparable to that of firms that, since their birth, have positioned themselves close to luxury and that, for example, can be found on multi-brand sales portals such as Net-A-Porter or Mytheresa.

: immobility produces tranquility in the consumer, while changes can produce some misunderstanding, if not rejection. What should not be forgotten is that

Zara was one of the first companies that brought to the general public an aesthetic that previously could only be enjoyed through specialized media and shop windows, trends that in certain decades were inaccessible and that, suddenly, for affordable prices for many, were hanging in the closet. From there, the myth grew, to such an extent that

. Market question. But that is precisely where

may lie

: if any person on the street does not miss that the fast fashion market is more than full (not to say saturated), Inditex , less.

.

Courtesy of Zara

Marta Ortega told in one of the very few interviews that she has granted that her father "was never the best in anything in particular, but he was in finding the best person to do everything." Something that seems to extend to the team, judging by the

that have been added to its list of collaborators:

has photographed the Atelier collection while

has been in charge of portraying different campaigns for Zara; the creation of the 'Tribute' collection with mythical images of the late

(it does not seem a coincidence that his exhibition 'Untold Stories' is in A Coruña -and he communicates with an aesthetic website very similar to Zara's-); the redesign of the logo by

... A concatenation of people and events that speak of a

and that is now beginning to appear through the window of the massive to be seen. Also at prices.

Along these lines, it is also worth highlighting the recent 'drop' called

a "project that reflects on the ability of language to express ideas, give rise to other ways of thinking and create new cultures." For this, Zara has relied on the South Korean brand

, a firm known by the fashion industry and which, as expected considering Inditex's strategy, is sold on luxury portals. For Ader Error, this union of forces means approaching an audience that was unknown to him and one more step in his expansion strategy at a communication level (hence the different collaborations with Casetify, Camper or Puma, among many others); For Zara, it is an

Not only because

(or what is believed to be the taste of generation Z), such as down coats, 'oversize' lines or worn knitted jumpers, but also because of the way of presenting it: purely digital .

Courtesy of Zara

In addition to the purchase 'lookbook' photos,

have been created

that rotate as if they were on the home

, as Balenciaga already did when they drew up the 2021/2022 fall-winter collection. Again, there is no room for chance, but there is room for further sharpening this arrangement of convenience.

. It will happen thanks to

, a

in the virtual space, more popular among generation Z, who express themselves while meeting, collaborating and creating together with others, "they tell from Zara.

, users of the application will be able to

.

If someone thought they could escape the rage of the metaverse, here is the proof that proves otherwise. At Inditex, there is no stitch without thread.

Far from wanting to simply jump on the bandwagon of the novelty of the metaverse, an idea that will also be fundamental for the fashion industry,

.

long since

launched a little game or streamed its show on Twitch; Not so much that

joined the 'Animal Crossing' phenomenon creating clothing adaptations for one of Nintendo's hits. Even less so with the announcement that

about the creation of its first

, something that Kate Moss also proved when she joined a platform to auction three "pieces". The aforementioned

and

also at the forefront of the race for innovation and the exploration of new fashions of interaction, consumption and communication, one in which, now, Zara is also.

And that all these names can be brought together in a single speech without squeaking, speaks loud and clear of the future that awaits the company.

According to the criteria of The Trust Project

Know more

• Fashion trends

• Inditex Group

• Zara

PodcastInditex: the sung succession that has caught everyone with a changed foot

EmpresasPablo Isla: "We have been preparing this transition for some time"

Profile Marta Ortega, Zara's strong woman: "I have always said that I would dedicate my life to developing my parents' legacy"

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