Zara Launches Ayrton Senna Collection: Off-Track 90s Style Takes Centre Stage
Zara has launched its first Ayrton Senna collection in partnership with Senna Brands, the company run by his family. The menswear line draws on the three-time world champion’s 1990s off-track style.
Spanish fashion retailer Zara has launched its first collection inspired by three-time Formula 1 world champion Ayrton Senna. The collection was developed with Senna Brands, the family-run company that manages the driver’s name and image and is headed by his niece, Bianca Senna. According to the company, it is the first Senna collection ever released at Zara.
Everyday life over the track
The men’s collection, titled “Ayrton Senna – Senna Brands”, went on sale in Zara stores and online on Monday 12 October, with its own dedicated Senna section on the website. It is available in the UK, Brazil, the US, Portugal and Spain. The starting point is less the racing overalls and more the everyday wardrobe that shaped Senna’s image in the 1990s.
What is in the collection?
According to sources, the line has around 17 pieces. Highlights include a black leather jacket inspired by one the driver wore, a wool blazer in a Prince of Wales check, racing-style jackets with patches and the Senna logo, polo shirts and distressed denim jumpsuits. Senna’s signature is used as a graphic on shirts, sweatshirts and T-shirts. One of the driver’s best-known photographs, in which he stands in front of an aircraft in jeans with a jacket over his shoulder, sunglasses and a briefcase, is printed on a T-shirt. The range also includes a twill overshirt, wool and cashmere knitwear, a braided sweater, straight-leg jeans, chino shorts, sports caps, a braided belt and 90s-style sunglasses.
Prices
In Zara’s Brazilian catalogue, Senna Brands items range from R$179 for caps to R$899 for the embroidered jumpsuit. Products also appear in the US and Portuguese catalogues, labelled as produced under licence from Senna Brands.
Senna Brands is growing
Senna Brands CMO Ana Simões said that being alongside one of the world’s fashion references confirms the path the company is building. According to Senna Brands, its revenue has grown eightfold in six years, and it operates in more than 70 countries with more than 65 active partners. In May, the company also launched a collection that blended Senna’s story with references to Brazil’s national football team and 1990s sports aesthetics.