The old-town charm of La Laguna is often praised as an excellent ‘shop window’ for Canarian history but the term has taken on a much more literal meaning thanks to a major fashion campaign filmed there.
Europe’s leading online multi-brand fashion destination, Zalando, has just unveiled its Spring/Summer ’25 campaign starring four-time Golden Globe winner Sarah Jessica Parker.
Parker, of Sex and the City Fame, can be seen in and around La Laguna’s Cathedral Square in the new marketing campaign, which was filmed back in December.
The ad for Zalando’s What do I wear? campaign also features Italy’s 2024 Eurovision singer Mahmood and La Laguna was chosen to represent “a bustling European square”. Mahmood is seen quenching his thirst in a provocative clip at the square’s fountain while Sara Jessica Parker ponders on her fashion choice dilemma as she treats herself to a coffee outside the cathedral, watched by envious customers seated at café tables specially arranged on the square for the shoot.
La Laguna mayor Yeray Gutiérrez says he is delighted that the historic attributes of the World Heritage City – Tenerife’s capital for almost 300 years and the model for the layout of many towns in South America – have attracted such a famous ambassador in Parker and he expressed his appreciation to Zalando for choosing the city for its new campaign.
The coup for Tenerife, which has positioned itself as an ideal location for advertising shoots in winter when other possibilities are ruled out due to the weather, comes on the heels of last month’s ad by fashion accessories chain Parfois.
As reported here, the popular branch, which has several hundred shops in Spain and over one thousand across Europe, flew American model Abby Champion to Tenerife for its Spring/Summer campaign, filmed in the picturesque setting of Garachico in north Tenerife. Champion features in many images taken in Garachico’s stunning scenery, which includes pictures of her on a motorcycle against a backdrop of lush vegetation and banana groves.
Selling the attractions of the islands for location shoots is a high priority for the Canarian government, which prides itself on persuading hundreds of companies every year to use the Canaries’ landscapes for films TV series, documentaries and – increasingly – advertising campaigns for products ranging from cars to fashion.
Photo credit: Zalando
