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ZARA, on a path to redemption?

22 October 2019 | Posted by Zackary


Apart from the fact that none of them fit into my current budget, what do Alexander Wang, Altuzzarra and Proenza Schouler have in common? After winning first place in the CFDA / Vogue Fashion Fund Design Challenge competition, each of the three labels has been a constant success.

The initiative thus aims to promote the development of American creation and its talents, with the support of a different sponsor at each edition. Last year, Nordstrom wanted to establish the links between style and art. In 2016, Intel focused its collaboration on innovation and fashion tech. As for the 2019 trophy, it will be dedicated to sustainability, under the patronage of... ZARA.

For this occasion, the company will provide the fabrics used by the candidates. On the menu: organic cotton, European linen grown without artificial irrigation, Tencel made from wood fibres... Fabrics already used by the Spanish giant for its Join Life range, designed around eco-friendly resources.

While it is always good to support the rising youth, it is difficult not to see it as an attempt by Inditex to restore its image, positioning itself as one of the driving forces behind a exemplary garment-making process. As part of its communication strategy, the group reiterates its objectives: eco-efficient stores by the end of the year, and the widespread use of sustainable materials by 2025, compared with only 20% today. 

This is certainly a significant step forward, but one that remains to be proven. Moreover, it will have only a limited impact as long as the human dimension is not fully taken into account, new collections are unveiled every week, and we do not opt for better purchasing habits. But we already know that... •


Zackary
Hugh Hefner's and Donatella Versace's love child, I am the visible half of the duo behind ZACKARIUM. In love with fashion since I was in short pants, my mission is to guide you smoothly through the jungle of brands and catwalks.

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