Global fashion brand Zara and climbing shoe company Tenaya are teaming up for a product collaboration, launching on 5 May 2022. The limited-release women's capsule includes clothing items, an approach shoe, and a climbing shoe. Tenaya athlete Svana Bjarnason is the model and image of the campaign.
From Oscar-winning documentary films and reality shows to competitions and the Olympic Games, climbing is experiencing a surge of events that bring it closer to the masses. This collaboration points to a growing trend of rock climbing becoming "fashionable" in the mainstream, particularly for large retailers such as Dior, which partnered with climber Margo Hayes to promote their new Dior Vibe athleisure line, and Agent Provocateur, which used climber Sasha DiGiulian and other athletes in a lingerie advertising campaign.
Now, Zara embarks into the vertical realm with this new release. Previously, Zara has collaborated with Everlast, Kappa, Kassl Editions, Susan Fang, PlayStation, Purple magazine, Ader Error, and TRX, among others, but this is the first time the brand—or any large fashion retailer—has presented a collection of climbing products, actually designed for climbing.
Millennials (ages 25 to 40), particularly women, are fueling the growth of climbing, and the generation now accounts for 65 percent of climbers. While once viewed as a male-dominated activity, climbing demographics are also shifting to become more even. More women are interested in climbing than ever before, and will continue to be a larger proportion in the years to come.
Svana Bjarnason, the face of the collaboration, represents these shifting demographics. The 30-year-old French climber, with Icelandic origins, started out as a youth competition climber before shifting her focus outdoors.
Since its inception in 1997, Tenaya has experienced steady growth to become a globally-recognized climbing brand, now available in over 60 countries. Tenaya has pushed the limits of possibility in recent decades, from Josune Bereziartu becoming first woman in the world to climb 9a (5.14d) to Alex Megos making the first 9a onsight and first ascent of Bibliographie (9b+/5.15c).
For Tenaya, this collaboration is recognition of the constant effort in product development, and the consistency and coherence of many years. Tenaya has become a world reference on climbing shoes and a brand that embodies the essence of climbing. It is thanks to the authenticity of the product and the brand that Zara collaborates with Tenaya to set the trend.