Spanish fashion brand Zara on April 24 unveiled its latest collaboration with Chinese textile artist Lin Fanglu, reinforcing its local ties as part of broader efforts to enhance shopping experience both in store and online.

What makes the Fanglu Lin × Zara collection special is that it was launched in stores and online simultaneously across markets including Spain, the United Kingdom, Italy, Japan, and South Korea.

Making her foray into the world of wearable design for the first time, Lin has showcased her works in apparel for women, men, children and home furnishings.

Eugenio Bregolat Lukashov, president of Inditex Greater China, highlighted the importance of partnering with local artists, now for the fifth time, and said, "Zara is honored to collaborate with Lin Fanglu, bringing her design aesthetics to customers worldwide."

He said such collaborations deepen their connection with Chinese consumers while enhancing their understanding of the market.

In Lin's words, "In the realm of traditional craft, time is not told—it is held, in each stitch and knot, quietly accumulating. This collaboration with Zara is the first time my work has found a body to inhabit." Her work draws heavily from the textile traditions in Yunnan province. Her journey in this craft took root during a year spent in Zhoucheng village, where she honed intricate skills in tie-dye, weaving and knotting taught by women artisans preserving these techniques for generations.

Zara joins a growing wave of fashion and luxury brands actively collaborating with Chinese designers and artists to explore innovative content and formats beyond mere cultural representation.

Nike, for instance, has partnered with four Chinese designer brands showcased during their Victory Lap at this year's Shanghai Fashion Show. Meanwhile, British luxury house Burberry in the beginning of this year engaged bamboo knitting artist Qian Lihuai to develop artworks reflecting the iconic pattern akin to bamboo knitting.

In an effort to strengthen ties through local designs, Zara is continuing its investments in a variety of initiatives aimed at enhancing in-store and online retail experiences. Recently the brand opened its Asian flagship store in Xinjiekou area, a thriving business hub in Nanjing, Jiangsu province. Designed in collaboration with a local architectural studio, the store introduces pioneering experiences including a salon, fit check, vending machine, and cafe, said the president.

Lukashov said, "This reflects a consumer demand for a holistic in-store experience, going beyond mere transactions. Customers are looking for engagement."

"We will continue to invest in China. For us, this is a strategic market. It has always been, and it continues to be," he said.