Zara unveils this season’s beachwear edit, tapping into a subtle Mediterranean nostalgia. Francesco Ruggiero returns as the face of the brand, rekindling the visual continuity of last summer’s Soleto escapade—this time trading cobblestones for tide-lapped sand.
Zara Beachwear Edit
The swimwear—ranging from vibrant trunks in citrus yellow to grid-check shorts and floral-printed silhouettes—carries an energy that recalls 1960s Italian cinema filtered through a Gen Z lens. Think the carefree charisma of Alain Delon in “Purple Noon,” recast for a lazy afternoon in Ibiza.
Zara’s styling takes cues from a nostalgia attitude, where punchy colors and vintage textile textures are reintroduced with updated silhouettes. Woven camp shirts in washed olives and soft crew neck pullovers in Adriatic blue are tossed over mid-thigh striped trunks.
Meanwhile, an open plaid shirt and matte black swim shorts evoke a casual defiance—less Riviera playboy, more ’90s screen idol with a trace of brooding edge.
This edit pairs neatly with Zara’s spring-summer 2025 Studio collection, unveiled recently through a campaign shot in Bangkok that wove vintage silhouettes with urban drama.
That cinematic current pulses subtly through the beachwear drop as well—washed linen, chalky tones, oversized checks—all shot under sun-bleached filters that feel lifted from a Jacques Deray frame.
In a market crowded with brash logos and performance promises, Zara leans into tone, character, and tempo—a slow burn for fast days.
