Inditex’s Zara has announced its entry into livestream shopping with the new ZaraStreaming debuting on Wednesday (25 September).

And given that this is the star brand of the world’s largest fashion retailer, it’s perhaps fitting that it’s signed up two of the planet’s top models to front the launch.

For the inaugural event it has selected “two fashion icons as hosts, who represent the essence and legacy of the supermodel era”. Step forward Cindy Crawford and Kaia Gerber.

Directed by David Lowery, the broadcast unveils a collection styled by Carlyne Cerf de Dudzeele, who herself has some pretty heavyweight fashion credentials through her work for US Vogue, and Lucky magazine, as well as her styling work for major names such as Gianni Versace, Azzedine Alaia ad Karl Lagerfeld at Chanel.

During the show, viewers will be able to access product details and shop the limited collection in real-time on Zara.com and on the Zara App.

Already hugely popular in many key Asian countries, livesteam shopping in Western markets is becoming increasingly important too and the arrival of a name as big as Zara in the arena underlines that.

The market was worth $60 billion globally as recently as 2019 before the pandemic. And by last year, estimates suggest that it was a $50 billion business in the US alone. Growth is happening even faster now. Americans are estimated to be spending a total of $1.32 trillion on e-commerce a year, according to eMarketer, and livestream shopping could reach 5% of that spending by 2026.