Zara: SUMMER IN THE CITY

Jun 2024

Zara presents SUMMER IN THE CITY, a fashion editorial campaign capturing a relaxed, urban aesthetic through a series of outdoor portraits. Photographed by Clément Pascal, the imagery focuses on lifestyle moments set against a backdrop of neoclassical architecture and city streets. The project leans into a warm, inviting colour palette, using natural light to emphasize the tactile quality of the fabrics and the gritty textures of the urban environment. Featuring model Matthew Bell, the campaign utilizes a clean, candid approach to showcase seasonal menswear staples, from tailored shorts and cream-toned knitwear to classic button-down shirts. Set design by Mat Cullen provides architectural framing that connects the collection to its metropolitan setting, utilizing authentic outdoor daylight to maintain a cohesive visual identity across the editorial series. The execution relies on analogue film techniques to heighten the organic, everyday atmosphere of the series.

Editorial, Vertical, Warm

Analogue / film, Natural light

Advertising Campaign