Master photographer Steven Meisel produces exquisite images for Zara’s SS2020 campaign featuring Abby Champion, Julia Nobis, Lexi Boling, Mona Tougaard, Ning Jinl and Sacha Quenby. Karl Templer styles the ensemble in boho vibe, vintage images with creative direction from Fabien Baron. / Makeup by Pat McGrath; hair by Guido Palau, set design by Mary Howard

The new campaign has a beautiful section on the Zara website. Inquiring minds, accustomed to Zara’s high style imagery, wonder how the brand will move forward with creative photography in the age of COVID-19.

Zara is exploring one obvious answer. Let current Zara models, influencers and women of substance take the images themselves or be photographed by friends and family in their own environments and following COVID-19 safety rules.

The current Zara Instagram page is a mix of campaign images and these new models at home or personal location shots (some by known photographers) coupled with Zara messaging: “Respecting social distancing” and “But staying closer than ever”.