Coronavirus is changing the world in more ways we could ever have anticipated, including the way we shop. The shutters are down on physical stores, relegating us to scrolling online and ordering direct to our houses only. But now what you see on the sites may also begin to change.
Normally the arrival of a new collection begs a brand new shiny campaign complete with photos of models posing in the lovely new clothes, tempting you to buy them. But since photoshoots obviously can’t go ahead at the moment, brands are having to resort to simply posting product shots of their new items, meaning you will likely start to see less and less models appearing on your favourite brands’ websites.
Except for Zara. Since the brand is well-known for their stylised, editorial-style model shots, they didn’t want to let standards slip, even in a global pandemic. So they came up with an ingenious way to carry on featuring their clothes on models on their retail site. In what is perhaps a first for the industry, the Spanish retail giant decided to send their new items to a selection of models to wear and shoot themselves in at home.
The result is a collection of candid images that perfectly show how the clothes will look when worn (something which is often so hard to tell from a pack shot), while still providing those all-important styling tips we know and love Zara for. Bonus, you also get a sneak peek inside the homes of models from all over the world – fashion with a side of interior inspo? Our weekly (OK, daily) Zara scroll just got even more compulsive.
Check out our edit of the best new-in Zara pieces that have been shot and styled by the models in their own homes.
The best of Zara’s new-in collection shot by models