If there is one fast fashion retailer that stands just a few steps behind luxury brands in terms of quality and eye-soothing designs, that’s the Spanish Zara that has been stocking our wardrobes year in year out. If the fast fashion giant Zara is on, there is no deficiency of ideas out there and there is no large intervals to bring them into life. We have been head over heels in love with Zara’s recently-launched spring 2016 color bomb and crochet campaigns and now all systems are go to fall in love with the retailer’s fresh new collaborative design project dubbed as /i am denim.
The idea lying beneath the project is to cooperate with 10 different girls from 10 different countries working at Zara stores and to design different denim pieces all infused with each girl’s lifestyle and individuality, her own viewpoint over fashion and style, her homeland’s culture and aesthetics. The target of Zara is to allow real people to design things for real people, to chip in the brand’s aesthetics and inundate it with spanking new spices and colors. For the time being we can get indulged with Chapter 1 of the project already available at Zara stores that represents four girls from Russia, USA, Netherlands and England, each one of them standing behing a bunch of denim pieces manifested by her own philosophy of life and attitude towards fashion.
/i am kamila
Kamila working at a Zara store in Russia is the out-and-out proponent of the idea that art is absolutely subjective devoid of any right or wrong labels. Her subjective opinion over art is to always mix old and new which comes to live up to all our expectations triumphantly enough. What we see is a smattering of denim pieces in traditional silhouettes yet designed with modern embellishments and attributes. We see relaxed denim pants with contemporary youth favorite expressions OK, OH YEAH, WORK IT stamped here and there enhanced with sequined images of ice-cream, burger and juice, a pair of dungarees with patches, The End sealed top on the centre and No Bad Vibes somewhere on the leg, as well as a shirt with raw hems, a midi skirt and a pair of embellishment-free shorts.
/ i am le vasia
Vasia is a typical Hollywood girl, who has grown up surrounded by bright lights of TV sets and people wearing tons of ripped and tattered denim pieces. Her crazy surrounding and her dancer mother’s lessons to be fearless in experiments has now resulted in a range of bleached blue denim pieces with ripped fragments and inspirational words here and there. A jacket, a skirt, a pair of pants and dungarees are definitely ideal pieces to buckle down to fearless matching and mixing expreiments.
/ i am lateesha
Lateesha is from the Netherlands, Arnhem and according to her, she looks quite different from the most people in her city and that motivates her to bits. So her key style tip is to be different and never lose your individuality in the hustle bustle of the life. But being different also means your yesterday self different from your today self different from your tomorrow self. Much as her own chaotic and disordered style Zara denim pieces also come up with somewhat chaotic spirit. We see an amazing jacket with the back demonstrating a Different World patchwork and mini dungarees styled with a one-shoulder top.
/ i am rachael
The English girl Rachael is all fascinated with the idea of telling a story with what you wear. Inspired by eclectic London and her great love for music her collaboration with Zara gave birth to denim pieces emanating some romantic vibes through a rose embroidery peeping out here and there.
Photos courtesy of Zara