“I don’t wear this”: the Zara collection that left Russia found an ambiguous replacement

The first Zara successor stores opened in Moscow. The return of the brand has not been announced. The staff cut the ribbon in the presence of several journalists.

When I saw the collection, I understood why the event passed without too much fuss. The clothes presented in Russia have nothing to do with the Spanish brand. In the market “Gardener” you can dig out an assortment of more interesting.

For several months, the media have been writing about the return of the brands Zara, Stradivarius, Pull & Bear and Bershka to Russia. We were given hope.

But first things first.

I arrived at the mall for the opening. I had no doubt that there would be a queue near the pavilion where Zara was once sold. Nothing like this. A couple of journalists, employees of neighboring shops and security guards hung around the entrance.

The opening was delayed by almost an hour. Employees of retail outlets justified themselves: they say that somewhere the cash register does not work, somewhere they simply did not have time to prepare …

The employees of the former Stradivarius were the first to cut the red ribbon. For those who don’t know, the brand represents clothes, shoes and accessories for young people.

When I entered the hall, I was stunned. The range is poor. And the presented collection is far from fashionable youth trends.

– Is it a famous Spanish brand? I asked the manager.

“We have nothing to do with the Stradivarius,” the woman said. We have our own brand. And Zara is no more.

– Who is making the collection?

– Look it up on the internet.

– Where did you get these things?

– Read the tags.

“Probably, they were given a command not to mention European brands, because they are under sanctions,” the colleague suggested.

I went to look at the tags. It turned out that the items presented were sent off in Pakistan, China, Turkey and Myanmar. So there is no more talk of any European fashion.

Prices are reasonable: tops for 799 rubles, jeans – 2999, trench coats – 4999. But, in my opinion, none of these things are worth the money. By God, who would wear Couture or Chic t-shirts embellished with rhinestones? Denim jackets decorated with sequins or shorts trimmed with sparkling beads are no good. Unless in the manufacturing country of Bangladesh, this will do.

Will shoes, bags, accessories be on sale? I turned to the store employee.

Not yet, but we plan to in the future.

After reviewing this misunderstanding, I went to Zara. Or rather, where the European brand was replaced.

Employees of the new brand to the cries of “cheers” cut the red ribbon.

This store is the same sad sight as the previous one. The prices here are slightly higher, although the producers are the same: Pakistan, Bangladesh, China, Turkey, Morocco and even Vietnam.

Boring jeans from 3299 to 4599 rubles, synthetic T-shirts from 1599 rubles, chiffon blouses, lurex shirts for 3599. I wanted to scream: take it off immediately! In the back of the hall, I saw a haute couture dream – trousers with gold buttons at the waist, tight short skirts, jackets with soft lapels for 8999, a tweed blazer with cheap fittings for 7999. And the worst nightmare of stylists – T-shirts with transparent sleeves – flashlights.

From shoes – flip flops made of polyamide, made in China for 2299 rubles. From accessories – two bags for the same price.

– Where did you get these things? – asked the seller at the checkout.

– This is our own brand, sewn in different countries.

– Does the collection have an author?

– Probably, our designers worked.

– Zara will not return to us?

This brand is definitely not coming back.

Do you like the clothes that are on sale?

The seller hesitated: “I don’t wear that.”

Intuition tells us that most Muscovites do not wear this either. All these things do not fit with the word “stylish”. Perhaps this is the fashion that we deserve.