Zara Atelier Collection #2 2022

[tricotineacetat]

I gotta give them that - the direction of design they're headed towards in this collection feels like the polar opposite of where H&M's more elevated brand concepts ARKET or COS or Lemaire's collection for Uniqlo are headed towards. This is capital 'F' fashion for the kind of person who likes a bit more 'designed-looking' clothing, compared to the more minimalistic fashions from their high street competitors - Which is of course very much what Zara has always stood for.

Not that it really vibes in any kind of way with me, but surely for a certain type of woman, this does.

 

[bc collector]

I have seen close-ups pics on their web...and the dresses look like crap. It feels like they are trying to get rid of all the fabric and trimmings leftovers from their storages.

Of course, Zara, one of the biggest polluters in the fashion industry, is trying to jump on the sustainable bandwagon, because...why not? Everybody is there already and, we know, the average customer is dumb enough to buy into this.
It would be nice if, alongside their paying lip service to the cause du jour, they were responsible enough to use less synthetic materials - which, by the way, for this HF venture they are NOT doing; or maybe, stop opening stores randomly, where possible (last time I counted 4 Zara stores in London's Oxford Street alone).

 

[Phuel]

I gotta give them that - the direction of design they're headed towards in this collection feels like the polar opposite of where H&M's more elevated brand concepts ARKET or COS or Lemaire's collection for Uniqlo are headed towards. This is capital 'F' fashion for the kind of person who likes a bit more 'designed-looking' clothing, compared to the more minimalistic fashions from their high street competitors - Which is of course very much what Zara has always stood for.

Not that it really vibes in any kind of way with me, but surely for a certain type of woman, this does.

Absolutely. Just looking at the coats preview, Roversi’s imageries are stellar and the marketing gives the products a more intimate, old world artisanal offering— rather than the tiresome, played-out celeb/brand collab with on-trend merch.

The branding is impressive and can only elevate the Zara profile to the casual shopper. And the affordable pricing will be so accessible to the casual fashion fan, along with the illusion of a fashion experience and owning something artisanal-- if only in impression, with the “limited edition” angle. And that’s likely the marketing objective with this line, even if it may not make a profit.

I don’t get the impression that they’re trying to win over the discerning customer of TFS LOL

 

[tricotineacetat]

Absolutely. Just looking at the coats preview, Roversi’s imageries are stellar and the marketing gives the products a more intimate, old world artisanal offering— rather than the tiresome, played-out celeb/brand collab with on-trend merch.

The branding is impressive and can only elevate the Zara profile to the casual shopper. And the affordable pricing will be so accessible to the casual fashion fan, along with the illusion of a fashion experience and owning something artisanal-- if only in impression, with the “limited edition” angle. And that’s likely the marketing objective with this line, even if it may not make a profit.

I don’t get the impression that they’re trying to win over the discerning customer of TFS LOL

The whole effort just doesn't seem very honest to me and a big part of the problem is that it's just some randomly thrown-together "stuff" that doesn't tell a story as a whole. It lacks the edit you would come to expect, had storied designer with some renown designed it.

All in all, there's a bit more fancy decoration going on than on the usual Zara stuff but we already know this is still rather disposable fashion that people will get tired of wearing more than a few times. Considering that everybody at this point knows that fast fashion is not good for the planet and the people involved in the making, something a bit more quiet and with lasting value would seem like a more timely move than to put even more of this out for sale.

 

[Phuel]

^^^ Fast fashion attempting to convince the masses that they’re a sustainable entity is in the same league as giant toy manufacturers’ purely performative initiative to package their pure plastic junk in “plastic-free” recyclable cardboard boxes…

These companies can virtue-signal— and even be sincere at their attempt to minimize their wasteful footprint to some capacity. But in comparison to the massive amount of wastes they produce just with so much synthetics alone— and let’s be frank, every single one of these higher end brands are just as guilty of, with their dozen collections a year of excess junk— and it’s junk when there’s so much merchandise pushed to the ever-increasing witless consumerism, everyone is casually contributing to hypocrisy and waste.

I’m shallow and the branding imagery is straightup gorgeous. Roversi’s photography hasn't looked so sublime in such a long long time.

 

[Fulton St Critique]

It’s a piece of fabric.

The whole effort just doesn't seem very honest to me and a big part of the problem is that it's just some randomly thrown-together "stuff" that doesn't tell a story as a whole. It lacks the edit you would come to expect, had storied designer with some renown designed it.

All in all, there's a bit more fancy decoration going on than on the usual Zara stuff but we already know this is still rather disposable fashion that people will get tired of wearing more than a few times. Considering that everybody at this point knows that fast fashion is not good for the planet and the people involved in the making, something a bit more quiet and with lasting value would seem like a more timely move than to put even more of this out for sale.

Are these pieces realy just “randomly thrown-together stuff”? I mean, yes, everyone in the world- whether into fashion or not- will throw their hands up in anger at the horrible nature of fast fashion. And whilethe incredble amount of pollution generated by these companys is horrendous, I am struggling to find fault with this line inparticular.

The way I see it, the space they are attempting to penetrate is incredibly weak. That market for $200-$400 dresses is so banal, boring, and uninteresting. And while there are good players in this market, I think of “Sea New York” for instance, the majority of off-the-rack apparel at this level of fashion is a joke. Right now, all you see is the same silhoutte: poufed and ruffled sleeves, smocking across the bust, tiered midi’s, and so on. It is as if every one of these labels manufacturs their apparel at the same exact facility!!!

My point being that these randomly thrown together options will serve a fashionable base that is tired of the sameness present from Forever 21 to Intermix. Lastly, let’s not pretend like the many “luxury” sportswear brands of the day are not serving subpar quality every single season. It’s not a matter of quality or design, really, it’s the fact that this has the Zara name attatched to it that is causing an uproar. Let’s be honest.

I find no fault with this colleciton. I hope it sells out.

 

[reese06]

I like the images and as one user said, I think this will be good for the casual shopper.

I think they are targeting two types.. People who follow fashion with a capital F and most certainly will not and cannot afford designers this collection references.. i.e Ghesquiere at LV & Balenciaga... Also, the casual shopper who isn't a dedicated follower of fashion but likes to have some unique and fun pieces in her wardrobe.

For what it is, I think it's quite good. The images are lovely.

 

[tricotineacetat]

Are these pieces realy just “randomly thrown-together stuff”? I mean, yes, everyone in the world- whether into fashion or not- will throw their hands up in anger at the horrible nature of fast fashion. And whilethe incredble amount of pollution generated by these companys is horrendous, I am struggling to find fault with this line inparticular.

The way I see it, the space they are attempting to penetrate is incredibly weak. That market for $200-$400 dresses is so banal, boring, and uninteresting. And while there are good players in this market, I think of “Sea New York” for instance, the majority of off-the-rack apparel at this level of fashion is a joke. Right now, all you see is the same silhoutte: poufed and ruffled sleeves, smocking across the bust, tiered midi’s, and so on. It is as if every one of these labels manufacturs their apparel at the same exact facility!!!

My point being that these randomly thrown together options will serve a fashionable base that is tired of the sameness present from Forever 21 to Intermix. Lastly, let’s not pretend like the many “luxury” sportswear brands of the day are not serving subpar quality every single season. It’s not a matter of quality or design, really, it’s the fact that this has the Zara name attatched to it that is causing an uproar. Let’s be honest.

I find no fault with this colleciton. I hope it sells out.

The point I was trying to make is simple - The line up of articles in this release is incohesive, all of the dresses follow a different design, color scheme and embroidery concept - It's as if designs from totally different design houses were thrown in a together but they do not read as a line with a cohesive narrative, as most capsule collections or longer-running collaborations, such as Uniqlo U or +J would.

COS presently has a range of digital print pieces realized with the artist Lea Colombo, while the motifs and fabric surfaces are different, the color ranges and silhouettes match and there is a well balanced line up of different products that complement each other:

https://www.cos.com/en/collaborations.html

 

[yslforever]

I mean it’s good…
I feel like Marta driving Zara into a more HF space speaks more to her own sensibility. Beyond the business/marketing aspect, this is probably more in tune with what the idea of a HF customer wants.

The problem with Zara is that it’s very appealing but there’s this feeling of buying something disposable. I’ve said it before, in the era of Shein and others, it’s clever to set yourself apart with something that looks more elevated.

Tbh, I would buy Zara Atelier. It’s not different in terms of price point from RTW brands I buy like Tara Jarmon, Claudine Pierlot and stuff. Maybe it’s kinda hypocritical because I’ve stopped buying Zara years ago while buying COS….But somehow I think this can be interesting.

I’m sure the quality at Zara Atelier is superior to Jacquemus at least…

That being said I really love the platform laced up sandals. I can wear it with some oversized linen pants.



This collection gives me Antonio Marras vibes. I would actually love him as the Cd of Zara Atelier or Zanini or even someone from Dries’s studio.

There was a very long portrait of Marta Ortega in the Monde last April, with special envoys in Arteixo and La Coruna. It was very interesting to read how she selects her entourage and how quick she managed to become maybe one of the most influential women in fashion (with Delphine Arnault). I would not be surprised at all it big names and CDs are working anonymously for Zara.
Zara Atelier fits perfectly in their design makeover.

 

[Phuel]

The point I was trying to make is simple - The line up of articles in this release is incohesive, all of the dresses follow a different design, color scheme and embroidery concept - It's as if designs from totally different design houses were thrown in a together but they do not read as a line with a cohesive narrative, as most capsule collections or longer-running collaborations, such as Uniqlo U or +J would.

COS presently has a range of digital print pieces realized with the artist Lea Colombo, while the motifs and fabric surfaces are different, the color ranges and silhouettes match and there is a well balanced line up of different products that complement each other:

https://www.cos.com/en/collaborations.html

This Zara Atelier “collection" is actually very smart design branding.

In the grand traditional of copying/ripping off runway looks and interpreting them into accessible and affordable fashions for the masses, Zara Atelier seems to be strategically marketed to resemble different designers— all pulled together into a recognizable “style": The sort of wardrobe that the Zara customer aspires to have, with different designers all blending into an eclectic, eccentric, colourful, Mad-Hatter’s mix. Unlike the other consumer brands like Uniqlo and COS, Zara has never had an identifiable design branding. There's no "Zara look".

Environmental and sustainable issues aside, I like how affordable and still how high design-y this all is. Of course the construction, craftsmanship and material aren’t going to be anywhere at the standard of a premium level. But I appreciate the illusion of something exclusive and special at an affordable, accessible points for those who aren’t as devoted tooth high standards of fashion as those on TFS— or have the money. The majority of fashion fans just want something “cute", colourful and affordable to wear, (…Looks like it’s working: Some of the sizes for the coats have already sold out.)

 

[jeanclaude]

I like the idea of this line; but they need a good designer to make it look really special, because throwing a whole haberdashery over some dresses does not give that "special" feeling to me.

 

[Cocteau Stone]

I like the idea of this line; but they need a good designer to make it look really special, because throwing a whole haberdashery over some dresses does not give that "special" feeling to me.

Over embellishing does seem to be bit of a go to these days to make something more "Fashion". That being said, I do like that orange collage top. It has potential but the execution isn't fully there, although I wouldn't mind scoring it for myself.

The whole things is kind of randomly thrown together but mainly because each look is very much it's own thing; it isn't much of a thematic/flowing collection but more of a curated eclectic wardrobe which I think is a better approach for the "atelier" aspect. I'm not sure if this will work in the long run as a marketing and business strategy, as the immense fast fashion side of Zara will definitely cloud over the intent of Atelier, but I don't think the core Zara market/client necessarily cares so much about that.