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Zara continues brand repositioning with New York City Ballet collaboration

Jeremy Lim
24 January 2022

Fresh from unveiling its capsule collection with Ader Error and Susan Fang, Zara has returned with a new collaboration for Spring/Summer 2022 - working with the prestigious New York City Ballet to develop a more prestigious image under the new era helmed by Marta Ortega.

Zara tapped Italian-born artist, Vanessa Beecroft, as the Creative Director of the ballerina-inspired collection. Based on ethereal forms made out of tulles and silks, the collection is designed for both dancers and non-dancers.

As well as tulle dresses, bodysuits, ruffled tops and shorts, the boucle collection offers knitted sweaters, alpaca leggings, a strapless jumpsuit, and a pair of ballerina flats available in nude and black. Available now on the store website, the collection retails from £25.99 for a crop top to £79.99 for a v-neck dress.

Zara has made important transitions in recent years, collaborating with fashion photographer Steven Meisel, art director Fabien Baron, stylist Karl Templer and filmmaker Luca Guadagnino to bring Zara's website closer to the aesthetics of fashion magazines and raising the its brand image.

Last month, Zara owner Inditex reshuffled its top management, with Ortega set to take over as the group's new chairwoman in April 2022. The world's largest fashion retailer has also announced plans to invest €238m (£199.9m) in new headquarters in Arteixo, northwestern Spain, to house Zara’s sales and design teams.

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