The Zara brand, belonging to the Spanish fashion group Inditex, again surprises with an unexpected collaboration. After successful partnerships with designers like Stefano Pilati and Samuel Ross, the fashion chain now presents a capsule collection in cooperation with Style Not Com, a well-known Instagram account.
The account, which Beka Gvishiani is guided, specializes in fashion messages and counts more than 450,000 followers: inside. The intensive “small blue” tone, which shapes each of its posts and gives the feed a distinctive visual identity, is particularly striking. This striking color also refers to the blue emoji in the form of a cap, with which Gvishiani illustrates the motto “No, I’m not selling my cap” (“No, I’m not selling my hat”). Apart from its literal meaning, this saying symbolizes Gvishiani’s integrity when choosing cooperations and emphasizes that its principles are always the top priority – also when working with Zara for this capsule collection.
“I’m not a designer,” said Gvishiani in a message. “If you know me, you know that I always talk about fashion – day and night, indoors and outdoors, with friends or family. So the first thing I said was when the conversations about the design of the style not com x zara capsule began: ‘Let’s talk about fashion’, “he explains. This statement finally gave the capsule collection its name.
With the striking “small blue” as a visual recognition feature, the T-shirts collection, a hoodie, a circular sweater, a carrying bag and a hat as well as blue candles, matches, mirrors and notebooks. All articles are decorated with quotes from Gvishiani’s articles that he has shared on his account over the years.
The collection was presented as part of the last New York Fashion Week and has been available exclusively in the Zara branch in the SoHO and via the online shop for the USA since February 8. Further sales starts will follow in other fashion capitals worldwide: In London, the collection will be available in the Zara branch on Oxford Street 61 from February 20, followed by Milan, where you can find it from February 25th in the Zara branch in the Galleria Vittorio Emanuele is sold. In Paris, the sale starts on March 3 in the Zara branches on the Avenue des Champs-Élysées 92 and Rue Du BAC 117.
These sales starts collapse with the upcoming fashion weeks in London, Milan and Paris.
This article previously appeared on fashionunited.es and was used with the help of digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]