"Zara T-shirts like the one worn by pop star Bad Bunny during the Super Bowl have surfaced on resale platforms with asking prices in the thousands of euros, hours after the garments were distributed to staff at the world's largest fashion retailer. The tops were handed out on Monday to a limited number of employees at Inditex SA, Zara's parent company, following Bad Bunny's show on Sunday."
"T-shirts accompanied with a thank-you note from the artist have appeared on resale platforms including Vinted and eBay, with some sellers asking as much as 30,000 ($35,673). A spokesperson for Arteixo, Spain-based Inditex declined to comment on the resales. Zara collaborated with Bad Bunny, whose real name is Benito Antonio Martinez Ocasio, purely to help make Benito's vision complete, the company said in a statement, adding that it had dressed his dancers, band and orchestra as well."
"The eye-catching amounts in the listings underline a shift in Zara's brand positioning. Inditex's flagship label has spent years pushing upmarket, raising prices and partnering with designers and cultural figures in a bid to move the fast-fashion brand closer to the world of high fashion and celebrity. Bad Bunny's role in the Super Bowl also underscores Zara's growing cultural reach in the US, a key market for the group, where the artist's influence spans Latino and non-Latino consumers alike."
Zara T-shirts worn by Bad Bunny at the Super Bowl were distributed to a limited number of Inditex employees and then listed on resale platforms such as Vinted and eBay with asking prices reportedly reaching €30,000 ($35,673). A spokesperson for Arteixo, Spain-based Inditex declined to comment on the resales. Inditex said Zara collaborated with Bad Bunny purely to help realize his vision, dressed his dancers, band and orchestra, and that the wardrobe never had any intention to be commercially sold. The high resale listings reflect Zara's push upmarket and its expanding cultural reach in the US, supported by flagship store investments.
Read at www.mercurynews.com
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