The fashion chain Zara, which belongs to the Spanish company Inditex, has launched the new editorial section “The Fold-er”. This is a new area on the brand’s online platforms that is designed as a digital magazine. It offers curated content created by influencers and well-known trendsetters.
The new section is already available worldwide and is accessible both via the online shop and the official Zara app. For now it is located within the women’s fashion department. There it can be found alongside categories such as “New Arrivals”, “Trends”, “Collection”, “Shoes and Accessories”, “Perfumes” and the area for the revaluation and second-hand initiative “Zara Pre-Owned”. Another chapter has now been added with “The Fold-er”.
To mark the launch of “The Fold-er,” which Zara itself describes as “a space for recommendations and personal perspectives,” the fashion chain is offering four editorial columns. The contributions come from New York and London and are written by the godmothers of this new style and trend platform. They include the American influencer Leandra Medine, who became known for her now-defunct blog “The Man Repeller”, the New York entrepreneur Arielle Charnas, founder of the blog “Something Navy”, which later became a fashion brand, the Belgian fashion influencer Manon De Velder and the French trendsetter and industry expert Laura Roso Vidrequin.
Vidrequin is the founder of the children’s fashion brand “Kids O’Clock” and has previously worked as a salesperson, buyer and consultant for brands, publications and institutions such as Jean Paul Gaultier, Chanel, Harper’s Bazaar, Moda Operandi, Ralph Lauren, the British Fashion Council, Net-a-Porter and the British luxury department store chain Harvey Nichols.
In their respective columns, each of them presents their personal view of current trends and gives styling tips for the start of the 2026 summer season. The articles appear in the style of a fashion magazine under titles such as Medine’s “The best looks come at the beginning of a season”, Charnas’ “When choosing my clothes, I am always guided more by my feelings than by the occasion”, De Velder’s “These looks reflect the version of New York that I will miss most” and Vidrequin’s “The simple act of Dressing can be a form of communication with the world.”
The articles are complemented by their own photos in which the authors wear a curated selection of clothing and accessories from the current Zara collection. The fashion chain places direct links to the respective products under each image – an approach that is reminiscent of the “Bazar” pages of leading fashion magazines.
The “Casita” from Zara
At a time when images and comments about the popular “Casita” at singer Bad Bunny’s concerts are on everyone’s lips, a certain parallel can be drawn with Zara’s new section “The Fold-er”. The name seems to stand not only for a digital fashion magazine, but also for Zara’s own “Casita”.
To deepen this perception, it is first necessary to understand what Bad Bunny’s “Casita” actually is. This is a kind of second stage for the concerts on his sixth world tour, “Debí tirar más fotos World Tour”, which is currently causing a lot of conversation. A small selection of concert goers are invited to this area, mostly well-known personalities and guests from the VIP area.
At a concert in Madrid, the appearance of Marta Ortega, the non-executive chairwoman of Inditex, particularly attracted attention. She is seen as the driving force behind the Spanish fashion group’s new strategies and was spotted dancing alongside the Puerto Rican singer – dressed in pieces from Bad Bunny and Zara’s joint capsule collection.
The “Casitas” at Bad Bunny concerts serve as a large showcase in which the audience’s most famous faces are presented. The singer cleverly uses this strategy to arouse the desire to be part of his concerts himself. This is where the parallel to Zara’s “The Fold-er” initiative becomes apparent.
The section acts as a platform for well-known personalities from the fashion world. After the first selection of sponsors, Zara seems to be targeting profiles that are also used by leading fashion magazines for their editorial content. This includes established industry professionals as well as influencers and trendsetters.
Your involvement in The Fold-er serves a dual purpose: on the one hand, it offers customers a more immersive shopping experience, on the other hand, it helps to further increase Zara’s brand image and perceived value by associating the brand with influential figures in the fashion industry.
Enrich the shopping experience in stationary and digital retail
The launch of “The Fold-er” is part of the initiatives that Zara is implementing in line with the strategic guidelines for the 2026 financial year. These were already announced on March 11 by Inditex CEO Óscar García Maceiras during the presentation of the financial results for 2025.
Maceiras emphasized at the time that the company would continue to work with relevant figures from culture and art to create the best possible shopping experience – both in brick-and-mortar stores and online. Both channels would be considered as a unit that together contributes to the sales of the group’s various chains.
For Zara, this meant, among other things, strengthening stationary retail in the first half of the year by reopening the flagship stores in Rome and on London’s Oxford Street as well as opening a new store on Huaihai Road in Shanghai. Now the digital channel is being further expanded with the launch of “The Fold-er”.
“We will continue to create new ways to interact with our customers,” emphasized the CEO of Inditex in March. As part of this strategy, new flagship stores are planned, including the recently opened location in Shanghai. In addition, the company will “continue to work with global figures in design, culture and art.”
This statement, which was originally aimed primarily at new collections, has taken on a new dimension with Zara’s collaborations with Bad Bunny and John Galliano and the launch of “The Fold-er”. The initiative opens up additional opportunities for Zara to work with a wide range of personalities. At the same time, it is in line with Inditex’s strategic goals for 2026: to further optimize the customer experience and position Zara as a brand with global cultural relevance – a brand that, according to company management, is “stronger than ever before”.
This article was created using digital tools translated.
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