Review of Zara Studio Spring 2025 Ad Campaign by Creative Director Fabien Baron and Photographer Steven Meisel with models Ana Elisa Brito, Anna Robinson, Ava Shipp, Betsy Gaghan, Caitlin Soetendal, Dana Smith, Edna Karibwami, Eli Langer, Ella Dalton, Libby Bennett, Mina Stankovic, Nanne Groenewegen, Noor Khan, Sam Davis, Sanique Dill, Scarlett White, Signe Michaelsson, Song Ah Woo, and Yura Romaniuk
Zara takes up a photographic legacy with the Spring 2025 campaign for its Zara Studio collection, once again featuring creative direction from Fabien Baron and photography by Steven Meisel.
The campaign epitomizes Zara’s ability, through the creative partnership of Baron and Meisel, to fuse high-fashion aesthetics with mass commercial appeal. Meisel’s rough studio portraiture approach draws direct inspiration from Richard Avedon’s legendary series In the American West – not the first time that he’s paid homage to the master, as his editorial for January 2002’s Italian Vogue also channeled the project.
The reference to an iconic document of Americana and western aesthetics is a fitting frame for a collection that follows the success of Chemena Kamali’s Chloé and its flowy, feminine boho-chic revival. Largely featuring fresh faces (something of a departure from the brand’s recent campaigns), the casting similarly channels recent runway trends.
While this synthesis of familiar aesthetics mean the campaign doesn’t feel particularly original or unique, it does make for a compelling yet accessible vision that feels primed for Zara’s target audience of relatively younger consumers who follow fashion but maybe aren’t yet at the point to invest in the luxury brands that are setting the pace. Without an established brand heritage to draw on – as opposed to their work together for Dolce & Gabbana – Baron and Meisel must look to the language of fashion iconographies more broadly, and here they smartly combine them in a way that is direct and impactful.
Creative Director | Fabien Baron
Photographer | Steven Meisel
Models | Ana Elisa Brito, Anna Robinson, Ava Shipp, Betsy Gaghan, Caitlin Soetendal, Dana Smith, Edna Karibwami, Eli Langer, Ella Dalton, Libby Bennett, Mina Stankovic, Nanne Groenewegen, Noor Khan, Sam Davis, Sanique Dill, Scarlett White, Signe Michaelsson, Song Ah Woo, and Yura Romaniuk
Stylist | Karl Templer
Hair | Guido Palau
Makeup | Pat McGrath
Manicurist | Jin Soon Choi
Casting Director | Ashley Brokaw
Set Designer | Mary Howard
Production | PRODn