Review of Zara Holiday 2021 Capsule Ad Campaign by Photographer Paolo Roversi with Models Amar Akway, Greta Hofer, Elisa Nijman, Reynara Negrine, Cara Taylor, and Yilan Hua
Zara strives for luxurious new heights in a campaign by photographer Paolo Roversi.
The campaign highlights the first capsule from the newly inaugurated Zara Atelier, which brings a commitment to elevated craftsmanship to the brand’s far-reaching and accessible design approach. The first drop brings decadent embroidery and embellishment to a series of coats. Spanning dreamy, decorative cocktail coats for evening and densely worked poncho and overcoat styles for day, the six-piece outerwear capsule is replete with couture touches – a marabou-trimmed collar here, a sequin-embroidered lapel there – mixed with modern, wearable shapes.
Zara made the wise choice to tap legendary fashion photographer Paolo Roversi, who is revered for his mastery of light and color, to create the collection’s campaign.
Taking their cue from the winter capsule’s sumptuous detailing, his richly colored, icily tinged studio portraits explore a dramatic play of light and shadow reminiscent of fleeting winter daylight.
The portraits are accompanied by scrapbook-like collages of images and fabric samples from the design process, a smart way to emphasize the thoughtful craftsmanship and elevated character of the “Atelier” pieces.
It’s exciting to see Zara expand further expand its offerings and embrace a more luxurious approach, and they do good work to match this high-minded brand development with an appropriately sophisticated campaign by a master photographer.
Agency | Baron & Baron
Creative Director | Christophe Derigon
Photographer | Paolo Roversi
Models | Amar Akway, Greta Hofer, Elisa Nijman, Reynara Negrine, Cara Taylor, & Yilan Hua