More fashion brands are embracing the digital world as the metaverse expands. Zara, a Spanish fashion retailer, is the latest to join forces with Ader Error, a South Korean fashion brand.
Ader Error and Inditex Group’s flagship brand have teamed up to launch “the AZ Collection. “A project that reflects upon the power of language to express ideas, give birth to new ways of thinking, create new cultures, and reflect on how language can be used to communicate those ideas,” Ader Error said. “This collaborative collection aims to create a new generation based upon the uniqueness of individuals who have gained personal experience in the real and virtual worlds. They call it Generation AZ”.
The name AZ refers to letters in the alphabet. It corresponds with the names of the collaborators. A press release stated that the duo are “organically connected to bring fresh ideas, philosophies, and cultures to life”. Each design aims to combine the identities of both brands.
Ader Error said: “We believe that time continues from the past to present and future, without restricting the notion of beginning or ending. The beginning and end are both endless, repetitive and organic phenomena. Our life is what is always with. This can be expressed as #InfiniteZigzag.”
The genderless collection
The co-branded alphabet motif is the main artwork that appears in the pieces. It forms the main logo for the collection, which combines the two brands. Many garments feature the logo in deep blue, while neutral colours contrast with warm tones such as orange and toffee.
The line was created as a genderless collection and includes oversized puffer jackets, jumpers cotton logo t-shirts, jeans, two pairs of pants, and three types of trainers. There are many shirts, suits, and coats included. The tailored styles are shown through defined silhouettes, animated doodles, and are also available in coats. Accessories are a key part of the collection. Long scarves, long bags, backpacks, woollen caps, and crossbody bags all play an important role.
The launch into the metaverse
You can shop the AZ collection online or in select stores in South Korea. The line will be available in physical stores as well as online via Zepeto, a social media platform.
Zepeto was previously launched by Ralph Lauren and Gucci, creating virtual collections for their avatars. This is Zara’s first digital step. Zepeto users will be able to shop the Zara Ader Error x Zara collection and also purchase virtual make-up.
Ader Error is known for its futuristic designs. They were inspired by the arcade game Space Invaders.