Andrea Felsted, Columnist

Zara's Bad Bunny Super Bowl Collab Is Worth the Risk

February 9, 2026 at 4:58 PM UTC

Updated on

February 10, 2026 at 7:18 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

A good look.
Photographer: Neilson Barnard/Getty Images North America

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Forget Kendrick Lamar’s Celine jeans, or Rihanna’s red Alaia coat. There was a new fashion sensation at Super Bowl LX, and it wasn’t one of the usual luxury suspects.

Bad Bunny chose Inditex SA’s flagship brand Zara for his much-anticipated halftime performance.