Bad Bunny shut down the Super Bowl half time show this week for more reasons than one.
In support of Latinx culture, Bunny’s show incorporated much from his Puerto Rican heritage, with cameos from Latinx, South and Latin American icons like Pedro Pascal, Jessica Alba, Ricky Martin and Karol G. There were mini skits, as well as nods to the Hispanic bomba and plena music traditions. It was also the first ever Super Bowl halftime show that was sung entirely in Spanish.
His wardrobe choices for the performance were equally impactful. While at last week’s Grammys Bunny wore the first-ever men’s look from French luxury house Schiaparelli, the Super Bowl saw him opt for a full fit from high street behemoth Zara: a cream mock football jersey emblazoned with his surname Ocasio (and 64, his mother’s birth year) and a pair of matching trousers.
It was the first time Zara, known for its low-price clothing, had been seen on stage at the Super Bowl. Traditionally, headliners go big on custom luxury. In the past Rihanna's gone for Loewe and Usher has worn Dolce & Gabbana.
So why did Bunny choose Zara?
Sure, it’s a Spanish brand (Zara is headquartered in Arteixo, Spain and owned by the Inditex Group), but we half expected Bunny to support one of the burgeoning Latin designers that fashion editors are currently obsessing over. Willy Chavarria or Luar would both have been smart choices (Lady Gaga wore a Flamenco-style dress from the latter for her cameo in Bunny's show).
But it also makes sense that Bunny wore the high street favourite to belt out NUEVAYoL and DeB TiRAR MS FOToS, given that Zara is arguably the most powerful egalitarian brand in the world right now. Propped up by the masses, to wear an affordable label to headline the world's biggest show speaks to Bunny’s “together we are America” tagline.
It's also a smart move from Zara, which has been on a mission to stand out from its competitors since it was founded half a century ago.
The brand has put big money into its editorial campaigns, enlisting the world’s most influential models and photographers, notably Steven Meisel and Willy Vanderperre, who usually only shoot for fashion magazines and high-end labels.
Zara also has an ongoing partnership with Harry Lambert, the super stylist behind Harry Styles.
The Spanish retail juggernaut, which made a reported €28.17 billion in 2025, also throws its weight behind up and coming designers. It recently unveiled a collaborative collection with LVMH Prize winner Soshiotsuki (see point 3), while in 2025 it worked with British designer Samuel Ross and Parisian independent label Ludovic de Saint Sernin, both of whom had their own Zara collections.
If Zara is on a mission to transcend the high street and place itself at the heart of fashion discourse, the Super Bowl show was the most convincing argument yet.
Bunny looked pretty good helping them do it, too.
