Dancer Toon Lobach 'rehearses' for Zara

When is an ad not an ad? This is not the first time we've asked the question, and it can come up in different guises. In this case, choreography and cinematic photography meld with physical virtuosity in the shape of Dutch dancer Toon Lobach of the world-renowned Nederlands Dans Theater. Do we experience it as a commercial for a fast-fashion retail brand? The popular high street company - part of Spanish multinational fashion design, manufacturing, and retailing group Inditex - has a reputation not just for constantly fresh fashion but also for intriguing ads that rival those of the luxury fashion houses. How do you perceive this piece?

Keywords: Toon Lobach x Zara, Zara Man SS24 Studio Collection, dance in ads, dancers, choreography, men's fashion, Zara menswear, Nederlands Dans Theater, Fabien Baron, Baron and Baron