Inditex's eight brands implement diverse strategies for upcoming season

Madrid – This Wednesday, September 9, 2026, the Spanish fashion multinational, the Inditex group (ITX), will present its results for the first half of the year. This period covers February 1 to July 31, 2026. The company will report on this period as it prepares for the second half of the financial year. This is the most significant time of the year for the company in economic terms. It is a cycle they have started by flexing their muscles, showcasing their increasingly powerful and limitless influence.

Setting aside the purely economic analysis of the Spanish company's performance for a moment, we will now focus on the initiatives it has launched. These initiatives, under the umbrella of its eight fashion chains, are designed to pave the way for strong performance in the second half of the year. This period is particularly strategic for the Spanish fashion multinational. Historically, it has been the highest-grossing period of the year for ITX. To illustrate this, during its last full financial year in 2025, the company's turnover in the first half was approximately 18,537 million euros (+1.62 percent year-over-year), compared to 21,507 million euros in the second half (+4.57 percent).

In this context, it is worth noting that ITX's presentation of its first-half results on September 9 is not coincidental. As is customary, it takes place during the 'rentrée' and the start of the new season, following the summer break. The Spanish fashion multinational uses this break to extend the timing for presenting these accounts. These are the first in-depth financial statements reported all year. They are ultimately presented alongside and reinforced by the many initiatives the company is launching for the second half. This year, these activations are reaching a peak in both number and strategic value. We will now focus on the main initiatives being launched at the start of this season by each of the eight fashion chains in the ITX brand portfolio.

Oysho: more sport and a new store concept

For this review, we will proceed in reverse order of turnover from ITX's last full financial year, starting with Oysho. Oysho is the group's sportswear brand, currently exclusive to womenswear. FashionUnited has already discussed the chain in detail during the first few weeks of the Spanish fashion multinational's new season. For Oysho, this stage is marked by its debut as the official “presenting & apparel partner” of the Comunidad de Madrid Premier Padel P1 by Oysho tournament. The competition was held in Madrid from August 29 to September 6. This highlights the chain's aim to strengthen its presence at top-tier sporting events. In padel, it also sponsors players such as Sofia Araújo; Paula Josemaría; Martina Calvo; Alejandra Alonso; Carmen Goenaga; and Raquel Eugenio, who all competed in this event. Meanwhile, the chain has entered a new phase of development as a sportswear brand. This new chapter was made official last week with the presentation of its new brand image and its new store concept.

Massimo Dutti: from Denmark to New York, via Venice

In the case of Massimo Dutti, the initiatives launched by ITX's premium fashion brand are particularly interesting. They are clearly aimed at new markets the brand is entering or where it intends to boost its presence and commercial footprint. It is relevant to highlight how the chain strengthened its presence and profile in South Korea over the summer with the opening of its first high street store in the country. Following the inauguration of its first store in Denmark on July 2, the chain launched an immersive culture and heritage initiative there with the renowned feminist platform Hurs. Hurs has previously collaborated with publisher Phaidon and brands such as Chanel, Nike, Jil Sander and Armani. With this activation, Massimo Dutti has begun to add depth and value to its brand image in the Danish market and internationally, particularly among its significant female audience.

Meanwhile, for its male audience, the campaign launched to welcome September, starring Marcos Fecchino, is noteworthy. The campaign was shot in Venice and features the renowned Argentinian model, producer and creative director, who is based in New York. Fecchino is one of the most influential and respected voices in the New York fashion scene as the founder and creative director of the creative agency MF Studio. The agency has developed campaigns and projects for brands like JW Anderson, Loewe, Isabel Marant and Versace, and for publications like Vogue, GQ and the French magazine Purple. Massimo Dutti is strengthening ties with its founder at the start of the 2026/2027 season. Most notably, the chain is preparing to enter New York with the opening of a store in Soho. This will be its first store in New York since the nationwide withdrawal the chain began in 2019, which resulted in the closure of all its stores. A renewed roadmap for the country was subsequently implemented, starting with the opening of its first new store in the US in Miami in November 2024. This plan will be reinforced this year with at least one new store in Miami and a first store in New York. Massimo Dutti seems to have begun paving the way for its entry into the New York retail scene from Venice, with the help of Fecchino.

Pull&Bear: with Disney and Formula 1

Pull&Bear, ITX's youth fashion chain with the lowest turnover, has started the season by launching its first collaborative collection with Disney and Formula 1. The brand is focusing on the language that trendy brands like Yuxus, Nude Project, Eme Studios, Cold Culture and Scuffers are using to connect with new generations of consumers. This is a three-way collaboration between two seemingly distant worlds: the Disney factory and the universe of Formula 1. It includes exclusive T-shirts dedicated to the 2026 Italian Grand Prix and the Spanish Grand Prix. The latter will be held for the first time in Madrid on its new 'Madring' street circuit. With this collection, the brand highlights its profile as an international firm capable of forging global collaborative partnerships. These partnerships allow it to simultaneously target international communities and niche audiences, such as Formula 1 fans in Italy and Spain.

Stradivarius: complicit silence

While Pull&Bear seems to be driven by the collaboration style of new emerging fashion brands, Stradivarius has chosen a different path. It embraces silence, the search for anonymity and operating on the fringes of the 'underground', outside the industry's established norms. Stradivarius, ITX's third-largest chain by turnover, has started the season by once again proclaiming its 'complicit silence' to its audience. This silence is filled with value and meaning. Specifically, it aims to attract young women who want to feel fashionable and wear the latest trends without feeling like they are part of a large fashion conglomerate's business model. Like Oysho, the chain is the only one in the entire ITX universe with an exclusive offering for a female audience.

This is a very complicated balancing act for a company like ITX. However, Stradivarius seems to be playing it well, at least judging by its strong turnover performance. The brand is moving away from collaborations with major industry figures to focus on influencers and immersive, experiential brand actions through its 'The Collective' initiative. This is complemented by social media content where the chain projects the same brand image as leading emerging fashion firms. It even includes scenes that offer a glimpse into its internal operations, such as the unpacking and in-store placement of its latest arrivals.

Bershka: with Marina Sena and Zoo York

For Bershka, ITX's largest chain by business volume after the 'Zara universe', the start of this season is marked by two key names: Brazilian artist Marina Sena and American urban fashion brand Zoo York. These two names are headlining the main initiatives launched by the fashion chain for this 'rentrée' on a global level. The focus is also on two very specific countries: Brazil and the US. Bershka entered the new Brazilian market in mid-March with its first store in São Paulo's Morumbi Shopping centre, and has since opened a second store in Rio de Janeiro's Barra Shopping centre on August 27. The brand also arrived in the US in early August, where ITX aims to open two stores this year, both in Miami.

This direct link between entering new markets and launching new initiatives clearly outlines Bershka's strategy. The brand is aiming to solidify its entry into new countries through a series of initiatives designed to increase its reach, attract local audiences and establish itself as a key player in promoting diverse agents and profiles on a global scale. This well-defined strategy, with its clear methods, ambitions and contributions, is taking shape at the start of the season. In Brazil, it has resulted in a collaboration with artist Marina Sena, described as “one of the most outstanding artists on the Brazilian music scene”. This partnership, under the 'Bershka Music' initiative, has led to the release of an exclusive song by the singer, 'Taiobeiras', created for the launch of a 'boho'-style 'Marina Sena' capsule collection. In the US, Bershka has begun to build its profile and compete for market share by developing a capsule collection with New York brand Zoo York. This collection, also with a global reach, features a brand described as “one of the most iconic brands in New York's skate culture”.

Lefties: UK entry and campaign with Leomie Anderson

As FashionUnited highlighted in an article published on September 1, dedicated exclusively to Lefties and its arrival in the UK, this 2026 'rentrée' is marked by the chain's latest international leap. It has entered the British market with its first store in the Liverpool One shopping centre in Liverpool. The opening by ITX's 'family' fashion chain was accompanied by a campaign starring British model and presenter Leomie Anderson. This projects the image of a fashion brand connected to the local audience. Through initiatives and activations like this, the brand will not hesitate to win over, entice and spark the interest of local communities in the markets where it operates.

Zara and Zara Home: with 0fr. Paris, Luca Guadagnino and Stefano Baisi (awaiting Galliano's first collection)

Finally, we delve into the heart of ITX and the 'Zara universe' itself. It is worth remembering that Lefties currently integrates its business model and structures within Zara's appendix in the group's accounts. We now focus on Zara Home, the Spanish fashion multinational's homeware chain, and Zara, its flagship and largest chain by turnover. Beyond new openings in recent weeks, from Mexico to South Korea, ITX is using these two brands to highlight its influence and weight as a fashion industry titan. It is demonstrating its ability to execute high-value, high-impact projects in different parts of the world. Through these projects, they are also positioning themselves as guardians and champions of European 'savoir-faire'.

This is precisely what they have set out to demonstrate at the start of the season. Zara Home has collaborated with the Parisian bookshop and art gallery 0fr. Paris to launch a collection of notebooks, pencil cases and designer pieces. It has also partnered with the Berlin-based floral design studio Studio Mary Lennox on a launch of vases, pedestals, trays and floral utensils. Meanwhile, for Zara, the start of the season is being led by the launch of its new seasonal collections. This is happening while awaiting the launch of the first collection designed for the brand by John Galliano, scheduled for the end of the month. The new collections include the new menswear collection from the 'Into the Process' line, featuring leather shoes and bags. There are also unique launches such as the collaboration between Athleticz—Zara's men's sportswear line—and Ridar, a South Korean brand specialising in running products. This is another collaboration driven by an ITX brand's expansion strategies in its partner's home market. Another collaboration is with 0fr. Paris, whose partnership with Zara includes a product collection for both Zara Home and the chain's Woman, Man and Kids fashion lines.

Continuing this momentum, and just before the upcoming results presentation, ITX has flexed its muscles for a particularly relevant audience: the readers of the British Financial Times. The Financial Times is one of the world's most prestigious and influential business and financial newspapers. It has been given a preview of the collaborative collection designed for Zara by the creative duo of renowned Italian filmmaker Luca Guadagnino and Italian architect and industrial designer Stefano Baisi. This creative pair has worked closely together both in front of and behind the camera, in this case from the interior design and architecture firm Studio Luca Guadagnino. They have developed a highly anticipated collection for the chain, featuring designer pieces, furniture, homeware, clothing and accessories. The British publication reports that the collection includes approximately 65 homeware items, from glasses to sofas, and around 75 clothing and accessory pieces. With references to the work of Gio Ponti, Lina Bo Bardi and Ettore Sottsass, it will be presented during the next Milan Fashion Week, which will take place in the Lombardy capital from September 22 to 28.