Is Premium x Fast Fashion the new Luxury x Luxury?
ZARA has partnered with South Korean label ADER ERROR in launching their collaborative AZ Collection.
ADER was launched back in 2014 and has gained global popularity over the years thanks to its deconstructed aesthetic. It has quickly established itself as one of Seoul's most interesting labels, while also collaborating with Maison Kitsuné, Casetify and Camper, to name a few.
According to the press release, ADER ERROR wants to define a new generation based on the identity and uniqueness of each individual. As the name "AZ Collection" suggests, the collaboration strives to express limitless creativity.
ADER's signature blue colour can be found on beanies and crossbody bags, as well as boxy suits, sweater vests, and more throughout the collection. The style of the ADER is further explored through zigzag stitching and ragged hems. The heather grey coat with white piping elements, as well as the green-and-blue scarves and puffer jacket, all feature contrast colouring.
The AZ collection is available to shop in South Korea, Spain, Germany, Denmark, the Netherlands, France, Italy, the United States, China, and Japan, as well as online and in select locations.
The line will also extend into the metaverse/virtual world, through the social media site Zepeto, in addition to its physical availability.
Zepeto has already collaborated with brands such as Gucci and Ralph Lauren to create virtual collections for consumers' avatars. It's Zara's first foray into the digital world, and Zepeto customers will be able to buy clothing from the collection, as well as virtual make-up, through the Ader Error x Zara store.
Ader Error, on the other hand, has a reputation for futuristic-looking designs, having previously created a series based on the classic arcade game Space Invaders.
Image sources: Zara, Trend Hunter & www.lyxyjc.com
Tronella "Toni" Atim
AIKONIK - Founder