Zara unveils collaboration with Kaia Gerber during Paris Fashion Week

By

Triana Alonso

Translated by
Roberta HERRERA

Published
Oct 6, 2022

The Inditex group's flagship brand wasted no time during Paris Fashion Week. While last week Zara organized an exclusive pop-up store in Le Marais to present its latest 'Origins' collection, which will now form part of the permanent offer as opposed to being released in drops, Marta Ortega, heiress of Inditex, held a surprise party on October 2 for the launch of the brand's latest collection developed hand-in-hand with an international celebrity. The chosen collaborator was none other than international model Kaia Gerber, daughter of iconic 90's supermodel, Cindy Crawford.

The collaboration represents a new step forward in Zara's strategy of elevating its brand positioning. The firm recently teamed up with the American designer Narciso Rodriguez and launched a jewelry collection together with Elie Top. In 2018, Gerber took her first foray into fashion design with the launch of a collection co-created with iconic German designer Karl Lagerfeld.

The Spanish brand entrusted the young model to design a collection of "new classics" in which she paid tribute to her homeland, the American west coast, and revisited the style of the 90s in neutral colors. The line consists of 30 timeless garments, including long satin dresses, wool and leather coats, jackets, jeans, poplin shirts and recycled polyester sweatshirts. It also offers footwear and accessories such as necklaces, bracelets and earrings. The campaign was shot and photographed in black and white by Zara's frequent creative collaborator Fabien Baron.

The partnership comes hot on the heels of the retail chain's previous collaboration with French actress and singer Charlotte Gainsbourg. Launched just over a year ago, and also presented during Paris Fashion Week, the exclusive capsule developed together with the performer focused on her favorite everyday pieces, vintage-inspired garments and featured several denim looks.

To celebrate the launch of 'Kaia x Zara', Ortega held an exclusive event in a Parisian house designed by Japanese architect Kengo Kuma. The beautiful space welcomed guests such as designers Pieter Mulier, Louise Trotter and Julie de Libran; models Kaia Gerber, Karlie Kloss and Nora Attal; creative Karl Templer as well as president of Moncler, Remo Ruffini. 

Founded in 1975, Zara closed the first half of the current fiscal year with a turnover of 10.9 billion euros, up 29% compared to the same period in 2021, when the brand reported sales of 8.48 billion euros. Currently present in 200 countries around the world, the brand operates a total of 1,946 physical stores.