Zara: Technical wardrobe

Apr 2025

Zara’s Technical Wardrobe campaign explores the intersection of functional design and high-fashion aesthetics. Captured by photographer Lukasz Pukowiec, the project leverages striking, desolate natural landscapes—including pale desert dunes, rocky cliffs, and still, pink-tinted waters—to provide a stark backdrop for a collection defined by clean lines and utilitarian silhouettes. Model Hoyong Kim brings a precise, restrained presence to the work, often juxtaposed against large-scale, sculptural elements like billowing parachute fabric. Technical details underscore the editorial approach, with extensive use of natural light and an analogue film aesthetic that enhances the earthy, desaturated color palette. The production team, including hair stylist Pawel Solis and retoucher Paul Drozdowski, creates a cohesive visual rhythm across the varied environments. By blending the rugged textures of the outdoors with minimalist styling, the project establishes a focused dialogue between the clothing and its immersive, elemental surroundings.

Editorial, Vertical, Warm, Clean

Natural light

Lookbook