Dear America by Zara

Being a “new American” myself I love this project by Zara to celebrate the launch of its US online store. It’s called Dear America and it’s a collection of curated photographs by 50 photographers paying a tribute the the 50 United States. As Matthew Coleman, one of the photographers that took part to the project says on his website “Dear America is a a quiet and gentle series, full of texture and landscapes and peaceful sights that undulate across the country“.

The images are extremely beautiful and I find very interesting that the branding is limited to the Zara logo at the top of the page. Also, there is no product at all on the website. A great sign of brand maturity by Zara, but also a curious idea (that I admire!!!) to promote an online store which is usually all about show/click/buy and conversion rates. But on the flip side, I just don’t get why they want to push the online exhibition with the hashtag #DearAmericam while there is no link to Twitter nor Facebook on the homepage…

Btw the pic above is by Matthew Coleman.