Zara

Technical wardrobe

Brand

Zara

ProjectTechnical wardrobe

Date

Apr 2025

Description

Zara presents Technical Wardrobe, a high-street fashion campaign that juxtaposes functional apparel against vast, rugged landscapes. The imagery moves between stark studio portraits and wide-angle outdoor compositions, utilizing natural light to highlight the construction of the garments. The project leans into earthy, desaturated palettes and an analogue/film aesthetic to ground the technical silhouettes in raw, geological environments. Captured by photographer Lukasz Pukowiec, the series features model Hoyong Kim navigating diverse terrains, from white sand dunes to coastal rock formations. With hair styling by Pawel Solis and retouching by Paul Drozdowski, the campaign maintains a clean, high-contrast visual language that emphasizes shape and form.

Style

Editorial, Vertical, Warm, Clean

Techniques

Natural light

Industries

High Street Fashion

Color

Jet Black

Context

Lookbook