When Zara published its first lookbook for the SS season in 2012, it joined to the other Inditex Group’s brands marketing strategy, as it hasn’t done it before. Amongst fast-fashion brands it’s not so common to make lookbooks in every season because they design and produce a new collection in every week. (That’s why, there’s always newer and newer stock at the shops.) And also, this is the only way to keep step with high-fashion brands. So, this method can exclude the fact of creating lookbooks, but as it seems, fast-fashion brands can break the rules.
I think the brand did a great job. The collection contains retro and sporty pieces, prints, clean, minimal and knitted comfy outfits, neutral and typical fall colours (cobalt and burgundy). The cut reminds me a little bit Alexander Wang, Bottega Venetta, Céline, Michael Kors, Suno and The Row.
Let me know your opinion below! What do you consider about fast-fashion brands?