From Rosalía to Almodóvar: Zara Embraces Parisian Luxury with Pop-Up Debut

Zara is continuing its fiftieth anniversary celebrations with a declaration of intent in the heart of Paris. The Spanish company, flagship of Inditex, will open an ephemeral space at 40 avenue Georges V, a few steps from the Champs Elysees and sharing the limelight in the prime artery with big international luxury names such as Hermès, Elie Saab and Emporio Armani. In addition, the pop up will feature a special premiere collection and will join the wave of events that will fill the agenda of the capital this week, coinciding with the celebration of its fashion week.

Photographer Annie Leibovitz, designer Pierpaolo Piccioli, top model Linda Evangelista and filmmaker Luca Guadagnino are some of the names at the top of the list of fifty exceptional collaborators to celebrate the Spanish brand’s birthday. The project, through which Zara has co-designed different pieces with renowned professionals, brings together fifty creators from fields as diverse as fashion, music, film, photography, architecture and industrial design. Among them are Almodóvar, Anna Sui, David Chipperfield, Pat McGrath, Philip Treacy, Marc Newson, Robbie Williams, Rosalía, Cindy Crawford, Kate Moss.

According to Zara, each one has conceived an exclusive piece that encapsulates their universe: from a pet carrier designed by Steven Meisel to a series of glasses signed by Marc Newson or a make-up bag created by Pat McGrath. This gesture elevates its positioning through an aspirational narrative and brings the Inditex group’s flagship chain closer to the cultural universe of the great maisons.

From October 2nd to 5th, Zara’s ephemeral store in Paris will present a selection of garments and objects, as well as exhibition proposals, talks and gastronomic experiences. In addition, the project has been curated by Sarah Andelman, founder of Colette and contemporary retail reference; while the soundtrack is provided by musician Michel Gaubert and the cafe is managed by We Are Ona, an international collective of ephemeral catering. The pop up will also be inaugurated with a conversation moderated by presenter Derek Blasberg and industrial designer Marc Newson.

Zara will set up a luxury pop up space in Paris from October 2nd to 5th

The breadth of disciplines reflects Zara’s intention to link its brand not only to fashion, but also to contemporary culture in a broad sense. Marta Ortega Pérez, non-executive president of the group based in Arteixo (A Coruña), emphasizes that the artists “share the same passions that Zara has had from the beginning: quality and the enjoyment of design”.

With this initiative, the Spanish giant’s brand takes a new step to strengthen its image in the global cultural sphere. Inditex no longer wants the perception of Zara to be limited to the distribution of fast fashion on a global scale, but also seeks to project an artistic and social narrative, positioning itself as an authoritative voice in the field of design as well.

The best place to anchor its narrative and broaden its horizon with the promise of elevating its image is none other than the Paris calendar. Rubbing shoulders with major luxury brands such as Dior, Louis Vuitton or Givenchy and financing collaborations with great professionals of the fashion scene and global culture also works as an investment in legitimacy in the eyes of the industry and its consumers.

Coinciding with its anniversary, this year Zara has reopened its flagship store in Madrid on Serrano Street, where it has incorporated its premium concept El Apartamento; in addition to presenting the commemorative film 50 years, 50 icons, by Steven Meisel or reopening its iconic first store located on Juan Flórez Street in A Coruña.

In the first six months of the year, Zara’s sales, in which Inditex also registers the turnover of Zara Home and Lefties, reached €13.15 billion, 0.89% more than in the same period of the previous year. The combined turnover of the three concepts accounted for 71.63% of the group’s total, which increased its sales by 1.6% to €18.35 billion.