How far will Zara go?|Vanity Fair Spain Largechevron Menu Close Facebook Twitter Instagram Pinterest Facebook Twitter Email Pinterest Facebook Twitter Email Pinterest Facebook Twitter Instagram Pinterest Largechevron

It is relevant to remember that just a decade ago the digital fashion business was very little cool.That changed with Zara, at the time he began signing (and starting to show off) to the best teams: in 2017 they had Steven Meisel, protected from Vogue Italia magazine and the photographer who catapulted the tops races such as Sasha Pivovarova,Coco Rocha or Karen Elson.That was a giant jump.The models he photographed in that spring were also first level: Vittoria Ceretti, Lexi Boling, Leila Goldkuhl.Prada, Chanel, Dior models.

That gave a new prestige to online fashion and the models began to want to do this type of jobs, well paid and stable.It also attracted other great stars in the sector: photographers Patrick DeMarchelier or Mario Sorrenti, the star makeup artist Peter Philips (appointed creative director of makeup of Chanel in 2008), the famous makeup artist Pat McGrath, the stylist Karl Templer, the hairdresser GuidoPalau (Archifamoso after making the styling of Freedom!, The 1990 George Michael Videoclip, Carmen Kaas, Mariaclala Boscono, Anja Rubik, Aymeline Valade, Vanessa Moody, Paloma Elsessser.We talk about the talents that dominate the fashion scene.

This new perspective, which is partly attributed to the vision of Marta Ortega (knows the world of fashion and luxury, and has developed important connections in those spheres, with personalities such as Anna Wintour or Pierpaolo Piccioli, creative director of Valentino andarchitect of his wedding dresses at his wedding with Carlos Torretta), came from the hand of a push in design.The product strategy no longer resides in inspiration but in creation.And, unlike the mutism that raised the brand, today it is necessary to tell the world.It is the last great success of the brand: now everyone wants to collaborate with Zara because Zara is the one who leads the conversation, something that the consumers of the new decade value in their purchase decisions.In the Z generation, the brands that tell the stories of the values of their time triumphs (today the diversity and the commitment to the celebration of minorities) and cause emotion, only those that manage to move them seem to have a hole in the future.

Frente a Zara, dos titanes: Uniqlo y H&M

En 2019 Uniqlo arrebató a H&M la segunda posición en el podio de los retailers de ropa.The Japanese brand, which belongs to the Fast Retailing group, rejects the fast fashion label, as its CEO, Tadashi Yanai on an occasion: "We do not make clothes to wear and pull".The truth is that Uniqlo produces much less designs than its competitors, which in its case brings several advantages.On the one hand, it allows you to create timeless garments and made to last over time (one of the brand's focal points).Less production also means less waste, something that connects with the sustainable consciousness of today's customers and the future.But in addition, it allows you to moderate your stock: it does not store products more than nine months (according to Edited Calculations, 32% of Uniqlo's items are available between six and nine months, compared to 66% of Zara's products, they haveless than three).In the thread of sustainability, the brand is famous for its point garments and high quality wool: almost 70% of the tissues they use are natural, the polyester is not its base.