Tuesday, 27 October 2020

Zara launches lingerie line

Ready-to-wear behemoth and Spanish fast-fashion brand Zara launched its first lingerie collection on its e-commerce store on October 22. Zara’s new lingerie line features a wide range of items ranging from underwear and loungewear (leggings, t-shirts, and tops), to pajamas (bathrobes, trousers, and loose shirts), to accessories (socks and masks). 

The line’s prices range from €5.95 ($7.04) to €129. The lingerie collection focuses on textiles including silk, cashmere, alpaca, lace, and tulle as well as comfortable fabrics including cotton and mesh. The collection is named ‘The Female Gaze’ and its design looks to classic and timeless styles with romantic offerings also thrown in. Neutral tones dominate the collection with additions of hues of black, white, ochre, and grey. 

The campaign created to accompany the launch was photographed by Annemarieke van Drimmelen. Black and white images show models Edita Vilkeviciute, Karly Loyce, and Sara Blomqvist in an intimate light. 

With this launch, Zara is following in the footsteps of other brands in the Inditex group including Bershka and Pull&Bear, which both already include lingerie lines in their catalogs. 

This product category was previously reserved for Oysho, an Inditex group brand which was originally dedicated to lingerie and inner-wear and now focuses on other product categories including sportswear and ready-to-wear

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