Zara Spring 2024 Men's Ad Campaign

Review of Zara Spring 2024 Men’s Ad Campaign by Creative Director Fabien Baron of Agency Baron & Baron and Photographer Annemarieke van Drimmelen with model Toon Lobach

Zara Studio makes a dalliance with dance in its Spring 2024 men’s campaign. The campaign features creative direction from Fabien Baron and his team at Baron & Baron with photography by Annemarieke van Drimmelen.

Van Drimmelen captures dancer Toon Lobach in an elegant and richly patinated interior space flooded with light. Evoking a darkly romantic troubadour character that carries forward a lineage of sensitive yet powerful masculinity, the compositions see their protagonist shift between expressive dance and ennui-ridden introspection.

Though the men’s campaign stands on its own, it also nicely complements the women’s and kids’ Studio collections that it was released alongside, each of which bring a uniquely cinematic quality to interior portraits.

Zara continues to set itself apart from its high-street competitors through its fruitful ongoing collaboration with Baron and other high-caliber creatives, tapping into the visual language and cinematic storytelling that characterizes luxury fashion. Synthesizing the language of dance with historically informed menswear motifs and a modern mindset, the campaign is another strong example of this practice.