March 2014 / everything you need to make a zubi

It's been nine years since this campaign and I remember it as if it were yesterday. The inspiration for these photos was that a zubi was very simple to make and beautiful at the same time. Instead of showing photos of the finished bag, we thought it was better to show the parts that make it up so that the imagination of the viewer could form its own piece. As we had very few bags, there were only 4 photos, and along the way it occurred to us that apart from the elements, we needed the people, who are behind each of our pieces. So putting together all those parts that we had photographed together with ourselves, we shot the photo that gives name to the campaign “Everything it takes to make a zubi… including us.”

This campaign was the one we took to our first fair in Paris in July 2013 and it was a true talisman since all the Japanese stopped to see the bags and see us as if we were rock stars, since we appeared on the poster of campaign that we had behind us and that we delivered in a catalog to buyers.

Perhaps this was the moment when we discovered that letting ourselves be guided by our instinct beyond what has to be done - which perhaps would have been the most serious campaign with the bags and models - had a much greater impact, and that is something that We continue doing it today. 

It was our best fair, especially because expectations were zero and we were full of energy and enthusiasm. We spent days without sleeping from excitement, and when we returned we planned to leave everything for zubi. And until today. 

Elena Zubizarreta

photos: Angelica Dass production and styling: Mercedes Zubizarreta and Ana Maestre