Steven Meisel's 'High Tension' ZARA FW 2020 Campaign: Mika, Mona, Rianne, Sacha.Ortega was born on March 28, 1936, in Spain. The FW Meisel campaign was a sophisticated, cinematic jaw-dropper. In a similarly ambitious strategy, the brand’s photo shoots are comparable in tone and pedigree to those of a high-end designer like Miuccia Prada -and often use the same top models and photographers.”ĪOC can attest to this reality. Zara is also known for its practice of buying marquee properties in luxury retail areas, an unusual tactic among its competitors, who typically lease less expensive spaces. “The brand is notable for forgoing print advertising and instead relying on its stores and social media for marketing. Ortega Pérez is in love with imagery and is deeply involved in branding and social media campaigns. Her father built a business, and is building a community that will help the company go to another level.” “She brings a layer of sophistication to Zara that maybe Zara didn’t have before…. “ is like the undercurrent voice of the brand,” says Baron. He came to appreciate her unassuming approach as he helped develop Zara’s new cosmetics line and worked on brand campaigns with top fashion photographers such as Steven Meisel. I just thought she was someone who worked at Zara,” he says, laughing. I think that’s what my father always did,” is her response.įabien Baron, an independent creative director who has counted Dior, Calvin Klein, Burberry and Louis Vuitton as clients, admits that when Ortega Pérez attended a Zara team meeting in 2017 at his offices in New York, “I didn’t even know who she was. But to be honest, I would like to stay close to the product. “You never know your future, and I’m open to it. Isla calls out the topic of sustainability as being of particular concern to her. Inditex chairman Pablo Isla, who stepped into that position in 2011 when Ortega retired, expects Ortega Pérez to assume increasing responsibilities and leadership within the organization. Back to WSJ’s Marta Ortega Pérez Interview Hence we promote their positive efforts and criticize/question their failures to keep their commitments. We are bird-dogging them while we agree that given their size, they can be more effective than most fashion brands at helping the environment. We will ALWAYS feature a sustainable project over a non-sustainable one if they are equally well-designed and photographed.ĪOC looks at Zara and Inditex the way we look at H&M. AOC is committed to promoting sustainable consumption, however, and sustainable production. It’s not even realistic to suggest the practice. Long ago, I said that the global economy would collapse if we all stopped consuming. Because we write about a brand doesn’t mean that we endorse all of its practices or efforts. Our point is to be sure that our very supportive AOC readers understand that sustainability is always in our lens of analysis. We have not reviewed Inditex’s latest sustainability commitments - and we do not want to derail the WSJ Magazine interview with Marta Ortega Pérez. While Inditex has stated they have water reduction initiatives, and there’s talk of how the company plans to reduce their water footprint through a “ Master Action Plan”, there was no evidence of set targets to reduce water wastage in February 2020. 2020 pre-COVID results suggested that Zara energy use was increasing against the 2023 target. Also in 2023, the company has targeted a reduction in electricity and energy consumption of 15%. Zara has a goal that by 2023, they will no longer send anything to landfills from their own headquarters, logistics centers, stores and factories. AOC writes regularly on Zara’s #JoinLife program and its sub-level project Closing the Loop.
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