For its Valentine’s Day campaign, Zara has opted for an unusual gesture in the commercial calendar: to give the center of the story to a song. The result is an intimate and restrained audiovisual piece starring pablopablo, who performs “Contigo”, his new single, specifically conceived as the emotional axis of the proposal.
Far from the explicit romanticism that usually accompanies this date, the campaign is articulated from a more silent and recognizable place: that of the relationships that are built from calm, complicity and everyday life. An idea that runs through both the music and the image.
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“Contigo” and a song about the easy thing.
The lyrics of “Contigo”, published by Zara herself on her website, work as a simple and direct statement. It does not speak of grandiloquent promises, but of that shared space where love ceases to be an event and becomes a state.
“With you it’s so easy /
I forget and it’s just you and me /
And a life without fuss.”
The song, written by Pablo Drexler and Nei Bikoó and performed by the artist himself, fits naturally with pablopablo’s universe: an emotional, almost conversational writing, which finds strength precisely in the absence of artifice. The song does not accompany the image: it supports it.
Movement, body and proximity
Directed by Kito Muñoz and choreographed by Candela Capitán, the audiovisual piece flees from the traditional advertising format to approach a performative language. The body, gesture and repetition build a narrative that amplifies the tone of the song.
The choreography does not illustrate the lyrics, but rather dialogues with them. The hands, the short distances, the silences and the small displacements reinforce the central idea of “Contigo”: the place where one body ends and the other begins.
The set design, by Jeanne Briand, and a choral casting reinforce that sense of shared intimacy, distancing the piece from any hierarchy of protagonism.
Fashion that listens to music
In recent years, Zara has intensified its dialogue with music culture, but this collaboration goes one step further. It’s not about dressing up an artist or using an existing song, but about integrating music as a narrative core.
The choice of pablopablo is not casual. His discreet profile, his emotional language and his way of understanding pop from the minimum connect with a fashion that seeks sensitivity, not immediate impact. At that crossroads, “Contigo” works as a bridge: a song that does not sell an idea of love, but a way of being.
A Valentine’s Day without excess
Zara’s campaign for this February 14 moves away from visual excess and explicit message. Instead, it proposes a more contemporary reading of the emotional bond: being together as a space of calm, not as a spectacle.
The collaboration with pablopablo and the launch of “Contigo” consolidate a clear trend: when fashion truly listens to music, the result is not just another campaign, but a story that endures.
Credits of the piece
Performed by pablopablo
Words & Music: Pablo Drexler & Nei Bikoó
Director: Kito Muñoz
Choreographer: Candela Capitán
Set Designer: Jeanne Briand
Casting: Aubrey O’Mahony, Ruben Moreira, Marta Aguilar, Nizar Talal, Yeray Allgayer, Malin Rudnick & Laia Rafel
