Trending PR Campaigns
Baisi Guadagnino for Zara and Zara Home
During Milan Fashion Week, Zara launched a collection by filmmaker Luca Guadagnino and production designer Stefano Baisi, spanning clothing, furniture, lighting, tableware and more. A two-day installation and a short film directed by Guadagnino brought the collaboration’s film-inspired world to life, making the launch a fashion-and-interiors crossover rather than a standard designer drop.
Why it worked: It hijacked a crowded news moment with a cross-category shock—Hollywood auteur x mass retail x interiors—backed by a cinematic, shoppable installation and film.
The lesson: Consider staging a limited, immersive pop-up that fuses two unexpected categories and a recognizable non-industry name, anchored by a short film.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| nssmag.com | Guadagnino brings his 140-piece Zara collection to Milan Fashion Week - nss magazine | Tuesday 1st September, 2026 |
| thewrap.com | Milan Fashion Week Proves Italian Style Is Not Done With Its Period of Reinvention Just Yet | Friday 25th September, 2026 |