ZaraStreaming: premiere with Cindy Crawford and Kaia Gerber
October 2, 2024
Metropolitana collaborated with the production company CANADA to do the color grading of ZaraStreaming, the first livestreaming that Zara has done for the US, UK and European markets, with supermodels Cindy Crawford and Kaia Gerber as starring roles.
ZaraStreaming is inspired by livestreaming and refers to the brand’s innovative approach to live shopping, which has been particularly successful in China. This initiative features a highly choreographed format, more akin to a fashion photoshoot than a typical sales pitch. Zara uses multiple cameras and complex staging to create visually appealing livestreams. The livestreamings often include stylists and influencers who provide insights and fashion tips, creating a more immersive shopping experience. This method seeks to combine entertainment with commerce.
The ZaraStreaming presentation was last Wednesday, September 25th, with Cindy Crawford and Kaia Gerber as the headliners. Coupled with the glamour of these iconic supermodels was an exclusive collection designed by Carlyne Cerf of Dudzeele. The piece was directed by David Lowery with Rina Yang as director of photography, emphasizing the importance of visual storytelling at the event.
ZaraStreaming: Cindy Crawford & Kaia Gerber
Color grading by Metropolitana.
Credits
Production: CANADA
Client: ZARA
Director: David Lowery
DOP: Rina Yang
Color grading: Marc Morató
Colorist support: Dani Granado
Editor: Aitor Bigas
