Zara launches first Ayrton Senna clothing collection inspired by his off-track 1990s style

Zara has launched its first Ayrton Senna menswear collection, developed in partnership with Senna Brands, the family-run company that manages the three-time Formula 1 world champion’s name and image. The line, titled Ayrton Senna – Senna Brands, went on sale in Zara stores and online across the UK, US, Brazil, Portugal and Spain.

Rather than leaning on Senna’s racing iconography, the collection centres on his off-circuit wardrobe from the 1990s. Its primary visual anchor is a widely circulated photograph of Senna dressed in denim and oversized period-style eyewear, a jacket draped over one arm and a briefcase at his side, standing before a plane. That image appears printed on one T-shirt design, while his autograph is woven as a decorative motif across several other pieces. Brazilian media reports indicate the black leather jacket in the accompanying editorial draws inspiration from an actual jacket that belonged to Senna.

Bianca Senna, Ayrton’s niece and CEO of Senna Brands, oversees the collaboration. Ana Simoes, the company’s marketing lead, described the release as a meaningful step in the brand’s broader ambitions. “This is the first Senna brand collection at Zara and an important step in our movement to take Ayrton’s mindset from the track to the streets,” she said. “Overcoming adversity, excellence and constant evolution aren’t limited to motorsport.”

Senna claimed his three world championships in 1988, 1990 and 1991 with McLaren before his death at the 1994 San Marino Grand Prix at Imola.

The UK site lists 13 branded pieces, priced from £22.99 to £119. Entry-level items include two embroidered caps at £22.99 each and a photographic print T-shirt at £29.99. Mid-range pieces — a print sweatshirt, graphic stripe polo and Western patch shirt — are each £45.99, while the quarter-zip sweatshirt and embroidered hoodie sit at £49.99. Outerwear ranges from a padded patches jacket at £89.99 and a regular-fit check blazer at £99.99 up to an oversized jumpsuit at £119. Six unbranded items are styled alongside the collection on the Zara site, bringing the page total to 19 products, though Brazilian outlets report 17 pieces, suggesting the range varies by market.

In the US, blazers retail for $169, graphic tees for $59.90 and headwear from $39.90. Brazilian pricing runs from R$179 to R$899.