Zara, Inditex's flagship brand, has launched a women's capsule collection where its logo takes centre stage. This is the first time the company is using its corporate image to sell products. The edit includes a sweatshirt that reads 'Zara Woman SS//18', a white t-shirt carrying the same logo, a printed midi dress with an asymmetric hem and a t-shirt with an all-over logo print.

The capsule collection marks a new approach for Zara, which has never printed its logo on products before, and suggests the company is moving towards repositioning its logo as an object of desire. Or it could also mean that the brand is joining the logomania trend, championed by designer brands including Gucci, Dior and Michael Kors this season.

See pictures of Zara logo centred collection

see 'Let's go logo' exhibition at Le bon marché

read article 'are you logo?'