Zara joins logo fever with new capsule collection

By

Eva Gracia Morales

Translated by
Barbara Santamaria

Published
Mar 5, 2018

Zara, Inditex’s flagship brand, has launched a women’s capsule collection where its logo takes centre stage. This is the first time the company is using its corporate image to sell products.

Zara, famous for launching catwalk-inspired pieces and having a minimal advertising style, has surprised fashionistas with a capsule collection which focuses on its own logo.

The edit includes a sweatshirt that reads ‘Zara Woman SS//18’ and is already sold out in the brand’s Spanish e-commerce store. There is also a white t-shirt carrying the same logo, a printed midi dress with an asymmetric hem and a t-shirt with an all-over logo print.

The capsule collection marks a new approach for Zara, which has never printed its logo on products before, and suggests the company is moving towards repositioning its logo as an object of desire.

It could also mean the brand is joining the logomania trend, championed by designer brands including Gucci, Dior and Michael Kors this season.

Zara, which dressed backstage staff at the Oscars this weekend, is Inditex’s largest fashion brand. The group increased its revenue by 10% in the last nine months, and will reveal its full-year numbers next week.