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People are perplexed by Zara's at-home campaign shots

By Sarah Finnan

June 18, 2020 at 5:26pm


Zara's latest campaign is... imaginative, to say the least.

I tend to avoid the Zara website - partly because I know it's better for my bank balance and partly because it's so chaotic that I often don't know where to start. Not that the in-shop experience is much different but that's a story for another day.

One of customers' biggest grievances with the website is often how the clothes are styled/what the models are pictured doing but their latest campaign shots have really taken things to a whole new level.

With models, photographers, stylists all confined to their own houses, shooting a new season fashion campaign seemed next to impossible given the circumstances. Thinking on their feet, the big wigs at Zara managed to come up with a solution though - get the models to shoot the campaign themselves (? all speculation at this point) at home in their own gaffs.

And well, the results are interesting.

Granting the models with seemingly full creative control, many of the resulting shots do little to actually show off the clothes at all- with models pictured in an array of very questionable poses that do more to hide the outfits than anything else. They've gotten people talking though, that's for sure.

See below for some of the internet's faves:

This one begs the question of whether the model is small or far away in relation to the shoe she's wearing.

Some of the photos don't feature models at all, though they're just as puzzling, if not even more so. Very unsure as to what this garment actually is...

My only explanation for this one is that the model jumped so high while trying to pull the jeans on that the camera completely missed them in the shot. Bizarre.

This tweet pretty much sums up Zara's whole campaign in one hilarious thread. Do enjoy.

Imagery courtesy of Zara website

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