Zara Studio Spring 2023 Men's Ad Campaign

Review of Zara Studio Spring 2023 Men’s Ad Campaign by Director & Photographer Fabien Baron with models Noah Hanes and Carson Williams

Zara shares a new blockbuster campaign for its Spring 2023 men’s Studio collection, which sees the brand reunite with creative director mastermind Fabien Baron, who shot and directed the campaign.

Mysterious and cinematic, Baron’s imagery locates itself in a deserted desert town. Colored smoke – a tool that creates a lot of visual intrigue in an accessible package – paints the earthy backdrop with vivid hues, creating a clash of energies against which our two protagonists coolly pose, their matching blond haircuts (are they clones? Twins? Alien imposters?) blowing in the wind.

Paced like a sci-fi movie teaser, the accompanying short film further develops on the retro-futurist feel of the photographs. Colored lights emanating from windows seen at night suggest technological experimentation or a visit from something supernatural; colored smoke and firecrackers simmer away in the background as if forming an extraterrestrial landing site; a classic Delorean suggests a time-traveling car chase. The film format allows for cinematography and music that really push the feeling of epic mystery, while treating us to some lushly colored shots. While a feeling of narrative is present, it stays elusive and open-ended, inviting us to draw our own conclusions about these mysterious characters and the earthy yet unearthly setting in which their story unfolds.

Baron continues to do great work in his campaigns for Zara, filling a smart and accessible clothing range with larger-than-life narrative that’s always a thrill to see.