Luca Guadagnino Brings His World to Zara

Baisi Guadagnino brings an eccentric eye to Zara as menswear takes on exaggerated proportions, vivid color, and decorative details.

The Fashionisto

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Published September 27, 2026

Bai in a light blue blazer with a flower on the lapel and a red scarf, with Roman Lenoir in a red shirt and wide trousers leaning in a doorway behind him
Bai wears a light blue blazer, coordinating with Roman Lenoir’s trousers from Zara’s Baisi Guadagnino collection. Photo: David Sims / Zara

Zara turns getting dressed into an extension of interior decoration with Baisi Guadagnino, the new collaboration with director Luca Guadagnino and production designer Stefano Baisi. Encompassing more than 200 pieces across home and ready-to-wear, the project regards clothes and objects as expressions of the same personal taste.

For the campaign, photographer David Sims captures models Takfarines Bengana, Roman Lenoir, and Bai inhabiting the collection’s richly decorated rooms, while Robbie Spencer styles a wardrobe that begins with menswear and pushes it somewhere stranger.

Powder-blue tailoring collides with red satin and pink, a striped V-neck meets metallic shorts, and a brown blazer disappears beneath an enormous pink sweater. Flowers move from the interiors to prints, brooches, and the models’ hands, further blurring the distinction between decorating a room and decorating oneself. The result makes a convincing case that personal style does not end at the closet door.

Zara Baisi Guadagnino Campaign

Bai reclining on a sofa in a red striped sweater and shiny silver shorts
Bai stretches out on a sofa in silver shorts with a V-neck sweater from the Zara Baisi Guadagnino collection. Photo: David Sims / Zara
Roman Lenoir seated on a sofa in a red short-sleeve shirt, holding a single flower by its stem
Roman Lenoir holds a single flower against a red short-sleeve shirt from the Baisi Guadagnino collection. Photo: David Sims / Zara
Takfarines Bengana in sunglasses, an oversized double-breasted suede jacket, and wide pleated trousers standing in a sunlit room
Takfarines Bengana stands in the afternoon light in an oversized suede jacket and wide pleated trousers from the Zara Baisi Guadagnino collection. Photo: David Sims / Zara
Roman Lenoir in a brown wool blazer, pink sweater draped over his shoulders, a printed shirt with butterfly cuffs against a painted wooden wall
Roman Lenoir lets butterfly-print cuffs spill from his wool blazer from the Zara Baisi Guadagnino collection. Photo: David Sims / Zara
Takfarines Bengana in a satin shirt, yellow scarf, and jeans and Bai in a striped sweater vest and shorts beside a model reclining on a velvet sofa in a sequin dress
Bai, Roman Lenoir, and Takfarines Bengana lounging with other models among loose flowers in a room with leaf-print wallpaper, Roman shirtless on the floor
Takfarines Bengana seated in a sweater with a dandelion motif as Roman Lenoir stands in a sequin shirt and draped camel coat holding a vase of flowers

Zara recently revisited its archives for a casual 90s-inspired collection, featuring denim and leather.

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