Zara is massive. So massive, that a plan of attack is often necessary to even figure out just what you should be buying there. On one end, the trend options are limitless. On the other end...the trend options are limitless. Where we love the global fast-fashion retailer, it feels near impossible to narrow down its overzealous amount of product, especially when its pro styling team makes everything look so Insta-worthy.
Such is our love for Zara. Which is why when we stumbled across a new Instagram account dedicated solely to the store, we immediately hit follow. The Devils Wear Zara, a feed run by two industry insiders and best friends — Who What Wear editors, Mimi Postigo and Lauren Eggertsen — answers all of our "Okay, but how do I actually wear that?" musings.
Committed entirely to making trendy Zara wares as "like" worthy and aspirational as the myriad of fashion influencer-based pages out there, The Devils Wear Zara only solidifies the retailer's growing popularity. After realizing their wardrobes were pretty Zara-heavy, the duo started snapping pictures of all of their outfits that contained its pieces. "Everything we wear is Zara," the account bio reads, "So we made an Instagram about it." Their leg up? Knowing what they're doing, of course.
Prior to the Instagram account's birth, Postigo, a social media editor for WWW, and Eggertsen, WWW's fashion editor, had already been at it for some time. Hell bent on using their friendship as a partnership to "create something," as told to us by Postigo, the two "kept going back to the fact that we were two young women working in fashion together, and thought we could relate to a lot of other young women who had the same career goal. A few coffee dates later and we came up with the idea of starting an IG around the fact that despite working in the fashion industry, we believe in shopping affordably. Thus, Devils was born."
The inescapable retailer allows us to dip a toe into each season's trends for a fraction of the cost. Rather than having to skip rent to invest in a designer piece, we're able to wear that lilac knit, don that polka dot dress, nab that statement-sleeve blouse, and keep up with fashion's fast-moving trends as they come. Sure, it's not a forever piece, but everyone deserves to tap into whichever trend they like; fashion shouldn't be reserved for the wealthy. That relatable accessibility set a new course for the pair.
When it comes to sourcing out which Zara goods to actually buy, the two have a few methods for filtering through the site. Eggertsen shares: "We frequent the 'new arrivals' section to keep tabs on the latest products, and use the Zara app for what we think is potentially the easiest shopping experience to date." Postigo adds: "Zara app all the way. I have made purchases on it while driving. Scroll to the bottom of the 'new arrivals' page or whatever category you’re looking to shop. That’s where they sneak in the newest pieces."
Although they've currently racked up an impressive 51K+ followers (which includes Net-A-Porter's Fashion Director Lisa Aiken and other notable industry names), they're still holding out for their favorite influencers to take stock. Lauren notes: "Emili Sindlev or Giorgia Tordini: If either of you are reading this, it’s not too late to become our best friends!"
But running a popular Zara dedicated account doesn't come without an avalanche of DMs. "What a lot of people don’t know about our account," Eggertsen says, "is that we really have created a hyper-engaged community of Zara-loving people around the world. We are constantly getting messages about sizing, people sending us pictures from inside Zara dressing rooms asking our opinions, and tagging us in their latest Zara purchases. Sometimes we joke about it saying our followers just think we are Zara customer service or something. We’re not, for the record."
Ahead, get to know the The Devils [who] Wear Zara, and see some of our favorite looks, from ice cream-hued two-pieces to structured wicker bags.
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One perk to running a Zara dedicated account as an editor? Insider access. The Devils Wear Zara recently visited Zara's New York showroom, where Eggertsen got a peek at the store's unreleased goods. "We were mainly looking forward to giving our followers an inside look at the brand that they otherwise wouldn’t have had access to," she says of her experience. "After our Insta story from the visit went live, our followers freaked. We must have gotten hundreds of messages that day!
While the two started the Instagram account while living in L.A., they've since become a bicoastal team (Eggertsen relocated to Who What Wear's New York offices). Juggling a duo-focused account has since become a balancing act, especially when it comes to finding people to shoot their #OOTDs. Eggertsen shares: "When we were in the same office, it was easy to force each other to go shoot something quickly, but now that we’re on our own, we have to ask co-workers or friends and we honestly hate doing that." Postigo adds: "We’re very much on the same page about the content we like to share so it’s hard when we aren’t together to create it. Also asking someone to take your picture for Instagram is pure torture. Nobody ever wants to do it and I don’t blame them — when we ask for a photo we mean 27 options of the same thing."
Being best friends doesn't always result in sharing them same sense of style. On how their personal styles differ, Eggertsen states: "I think Mimi would say her style is a lot more 'grunge' than mine, yet she is always the first one to buy the dresses and skirts and pink sandals (insert thinking emoji)." Postigo chimes in: "Lauren is more willing to try ‘weird’ trends. I like things more minimalistic. I do think that as we’ve become closer friends, our own personal style has influenced one another. We like a lot of the same things now."
When asked how their industry specific careers have shaped the growth of their account the girls share that "it’s given us a level of credibility that most accounts don’t have, especially when starting out...Who What Wear has been really supportive of our account from the beginning. I think it’s given us a lot of visibility and helped our account grow, especially when Lauren has written stories about it. I think the fact that we’re a team of a fashion editor and a social editor has helped us understand how to grow an account and cater to a really engaged audience on Instagram. People are always asking us what our ‘secret’ is to growing an account, but really I think that we just found a hyper-engaged audience who has a real interest in something. There are so many ‘influencers’ on Instagram today that you almost have to have a unique approach to what you’re doing, otherwise you’re just one in the same."
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