Zara is known for stirring up controversy, whether it’s its confusing sizing or its shocking ad campaigns, and its latest garment is causing quite a sartorial stir.
The fast-fashion brand is selling mid-rise “ripple effect” jeans for $69.90, sending people online into sticker shock.
The straight cut denim has five pockets and is made from ‘crinkle effect’ fabric, for those who want wrinkled trousers that look like they’ve been in the dryer for days.
The denim went viral on TikTok after influencers started sharing videos of the jeans and fits — and that’s not the only item of clothing in the store that looked wrinkled on purpose, as it’s part of a larger trend.
Zara is known for stirring up controversy, whether it’s its confusing sizing or its shocking ad campaigns, and its latest garment (above) is causing quite a sartorial stir
The fast fashion brand is selling mid-rise ‘ripple effect’ jeans for $69.90, resulting in sticker shock for people on the internet
This wasn’t Emma’s only foray into Zara’s new aesthetic: the lifestyle content creator also shared a video from the men’s department, where a jacket was just as wrinkled
London-based fashion and beauty influencer Emma G Mason shared a video of the denim with the question “What is this?” and captioned the video, “trying to get us to wear wrinkled jeans.”
A viral sound asking ‘Ew, what is that?’ played in the background of the now-viral video, which amassed 18.7 million views and 1.9 million likes.
“An intern at Zara is trying to make it a trend so he never has to fold laundry again,” one commenter joked – and other reactions were decidedly mixed.
“I SAW SOMEONE SAY THIS ‘Run, don’t walk to Zara’ LIKE WHAAA,” one follower shouted, to which a commenter replied: “Don’t walk, run away from Zara.”
‘Run, don’t walk to Zara, no. Run, don’t walk to that IRON,” another joked.
Others compared the jeans to “that one receipt in my bag,” “that one piece of paper in my backpack” and “my clothes when I finally take them out of the dryer after being in them for a week.”
Another person joked: ‘Zara needs to do some ironing.’
This wasn’t Emma’s only introduction to Zara’s new aesthetic; the lifestyle content creator also shared a video from the men’s department, where a jacket was briefly wrinkled.
“Zara’s at it again with the wrinkled clothes,” Emma shouted.
However, not everyone is shocked by the daring denim. TikTok creator TheRealAnni shared a Zara try-on and wrote “POV: in love with this” over the jeans
TikTok creator Gianna, who lives in New York City, showed off a sample and captioned the post: “Guys, why do I like them so much?”
“An intern at Zara is trying to make it a trend so he never has to fold laundry again,” one commenter joked – and other reactions were mixed
However, not everyone is shocked by the bold denim.
TikTok creator TheRealAnni shared a Zara try-on and wrote “POV: in love with this” over the jeans.
The influencer combined the denim with a red sweatshirt and camel boots.
“Maybe I need them…” one commenter mused, while another complimented, “so cute, honey.”
TikTok creator Gianna, who lives in New York City, agreed. Showing off a sample copy, she captioned the post: “Guys, why do I like them so much?”
“I wish you could feel these,” she said, before showing the wrinkles up close.
“These literally look like I’m putting all my clothes in my drawers after trying to put away my laundry,” Gianna explained to the camera.
At $69, she didn’t buy them, although she and a friend did consider making the purchase.
The brand previously offered a now-sold-out velvet coat that originally retailed for $169 before going on sale for $12 (left). The $139 wrinkle effect trench coat is still available in mint green (right)
Not all wrinkled items are on sale — there’s currently a limited-edition men’s jacquard jacket, which retails for $199 and is made from a linen-silk blend
The Zara jeans aren’t the only item made from the curiously folded fabric.
The brand previously offered a now-sold-out velvet coat that originally retailed for $169 before going on sale for $12.
Another option is the Crinkle Effect Jacket, which cost $89.90 but is currently on sale for $19.99.
Not all wrinkled items are on sale, though — there’s currently a limited-edition men’s jacquard jacket selling for $199 and made from a linen-silk blend, as well as a $139 wrinkled trench coat.