Zara Elevates Premium Strategy Under Marta Ortega with LVMH Prize Talent

Zara continues to rise to assert its rightful role in design. Inditex’s flagship brand will launch on December 4th A Sense of Togetherness, a collection created together with Soshiotsuki that takes as a reference the Japanese culture of the eighties and nineties. The project is part of the aesthetic offensive that Inditex has been developing since the arrival of Marta Ortega to the presidency, combining author collaborations, new design spaces and a growing cultural program.

Inditex has chained in recent weeks the opening of the Annie Leibovitz exhibition at the Muelle de Batería in A Coruña, promoted by the MOP Foundation, and the opening of the new flagship store in Barcelona designed by the prestigious Belgian architect Vincent Van Duysen. The alliance with the Japanese firm recognized by the luxury group LVMH adds a new dimension to this shift, focused on reinforcing the cultural and design reading of the brand.

The proposal, which will be available in selected stores and on the brand’s website from December 4th, includes garments for women, men and children. Soshi Otsuki explained that the capsule is based on “human relationships, family ties and connections that transcend gender and age” and that he has used formal fabrics and has taken care of the tailoring to achieve an “elegant and subtly emotional” result.

The choice of a creative little known to the general public reflects Zara’s commitment to place itself in the league of signature creatives, as it has done in its latest collaborations. Soshi Otsuki was born in Chiba in 1990 and trained at Bunka Fashion College and the experimental school Coconogacco. In 2015 he launched his eponymous label, which reinterprets the Japanese codes of tailoring from a contemporary perspective, with which he soon put himself on the radar of editors and specialized buyers.

Zara signs a new signature collaboration, this time with LVMH Prize winner

The brand won the LVMH Prize 2025, a recognition that confirms its relevance in the emerging design circuit. For Zara, incorporating a winner of the prize is a gesture of legitimacy within the industry. The chain had already explored this avenue with prestigious and renowned designers such as Stefano Pilati, Narciso Rodriguez or Ludovic de Saint Sernin himself, and now strengthens this path with a bet for the insiders. The new collaboration is not intended to generate immediate volume, but to place Zara among the current references in the sector.

For several years, Zara has been committed to surround itself with creative profiles with authority in their discipline. In image, Steven Meisel marked a stage with campaigns that reorganized the brand’s aesthetics. In design, partnerships with Studio Nicholson and Narciso Rodriguez have expanded its repertoire. Finally, in architecture, Van Duysen has elevated the in-store experience.

Designer Aaron Levine joins the alliances

Zara’s collaboration agenda is not limited to this capsule. This Monday the chain has premiered the collection designed together with Aaron Levine, one of the most respected creatives in American men’s fashion. “I like to use the best ingredients to create honest, easy-to-wear pieces,“ explained the designer.

In parallel to this aesthetic offensive, the Zara business continues to support the bulk of Inditex’s sales. In the first six months of the year, the chain, which also includes the turnover of Zara Home and Lefties, reached €13.15 billion, an increase of 0.89% over the same period last year. These three concepts together accounted for 71.63% of the group’s total, with half-year sales reaching €18.35 billion, up 1.6% year-on-year.