With the increase of embroidery in mainstream fashion, popular fast-fashion brand Zara has launched its new ‘Edited Collection’ that lets you customize embroidery on your clothes. The bespoke pieces of the collection range from cotton to denim and all boast a timeless, minimalistic aesthetic.

Consumers can choose to adorn their pieces with names or phrases (up to 11 words) across some of the key pieces from the new collection. As well, customers also have a choice of where they want the words embroidered, but it’s limited to a select location that varies per item.

Zara has correctly targeted an emerging area of fashion that gives users more control over the appearance of their clothes. The new, personalized line is only available for TRF, men, and kids in select countries.

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