ZARA CNY LOONG YEAR
- Photography Production
- Full Production
- Location Shoot
Every Chinese New Year global fashion houses release a capsule collection to mark the Chinese zodiac, and Zara approached the Loong Year with a dedicated dragon-themed range.
Central Studios was engaged to deliver full photography production for the shoot across a range of asset needs, including campaign, lookbook and live broadcast, covering a range of assets needs.
Crew & Partners
- Client: Zara
- Photographer: Xia Shu Xi
- Model: Qin Lei
- Hair & Make-up: Jogo Studio
- Art Director: Natasha Ivachoff (Central Studios)
- Producer: Kai Zheng (Central Studios)
- Live Show Director: Norm Wong
- Live Show EP: Rodney Evans
- Location: Shanghai, China
The campaign element was a location shoot in Shanghai that needed to show a diverse range of urban textures. CS scouted and locked down several locations for our street shooting. Model Qin Lei evokes poise and elegance despite enduring freezing winter temperatures as we shot into the evening.
Central handled full production over several days, including a studio lookbook shoot, the live broadcast in our dedicated live broadcast stage and the location Campaign shoot. Our in-house team led location scouting across Shanghai, secured permits and access for the exterior sites, and coordinated the crew across the shoot. With Art direction led by Central’s co-founder Natasha Ivachoff, we worked with photographer Xia Shu Xi.
The Zara Live show also followed with a dragon themed event broadcast to Zara’s social channels, with the show led by Director Norm Wong.
