Zara lands in the metaverse with Ader Error

The new and unexpected collaboration between Zara and the South Korean brand Ader Error is called AZ Collection and is the first collection of the Spanish fast fashion giant, beyond the physical and online store, in a virtual universe. Available from 6 December, AZ Collection is a project that reflects on the ability of language to express ideas, give rise to new ways of thinking and shape the new generations on the basis of the value of the uniqueness and individuality of each one.

The collection, designed for the lifestyle of young people whose personality is shaped by the simultaneous experience of the real and virtual world, was the perfect opportunity for Zara to land into the Metaverse, in the wake of the vortex of technological innovation of fashion companies already in the process of entering and succeeding in the Web3. Zara has decided to expand its market to the metaverse with a brand that is certainly young, but already used to virtuality. Launched in 2014, ADER, one of Seoul's most exciting labels, which has grown in popularity over the years for its deconstructed aesthetic and collaborations with Maison Kitsuné, Casetify and Camper, had already made available the digital version of its items in the virtual reality through the ZEPETO platform, on which users will now be able to purchase special skins from the ZaraxAden collection for their avatar in the dedicated store.

The collaboration logo, which metaphorically expresses the entire universe enclosed between A and Z, is made up of words representing the AZ generation. In the collection, developed jointly by the creative teams of the South Korean fashion brand and those of Zara, there are oversized down jackets accompanied by long scarves, caps, distressed knitwear and cotton t-shirts with graphics, shirts, long coats and tailored blazers, as well as jeans, sweatshirts and bags. The deep blue of the logo pervades the garments, on caps and shoulder bags, green and blue scarves and duvets, as well as boxy dresses, tank tops and more. The contrasting coloring remains a key point of the collection in the form of small zig-zag motifs and the color-blocking to break the continuity of the neutral tones of white, gray and black, while details such as stitching and frayed edges enrich the silhouettes according to the aesthetics of the Korean brand.