Zendaya brings Ashi Studio couture to Spider-Man promo in Mexico City

Zendaya turned the Spider-Man: Brand New Day stop in Mexico City into a full-on Ashi Studio moment on July 20, 2026, stepping out in a form-fitting lace gown finished with floor-sweeping tassels. The look had that sharp, web-like drama that makes Zendaya such a reliable promo force: it read like costume, couture, and campaign imagery all at once.

That is exactly why this placement matters. Vogue said the Spider-Man: Brand New Day press tour had officially begun, and the film is set to hit theaters on July 31, so every appearance now doubles as part of the rollout. In Mexico City, Zendaya and Tom Holland appeared together in coordinated promo looks, turning a screening and fan-event stop into a tightly controlled visual story for one of the summer’s biggest releases.

Ashi Studio gets the kind of visibility most couture houses can only dream about when Zendaya wears it outside the runway calendar. Vogue Arabia identified this as the second time Law Roach styled her in Ashi Studio in 2026, following her Euphoria Los Angeles premiere appearance. That repeat matters: it is not a one-off stunt, it is a pattern, and it puts Ashi Studio in the same conversation as the most coveted red-carpet houses that can hold their own on a star with Zendaya’s reach.

The dress itself did the heavy lifting. The lace gave the gown texture and tension, while the tassels dragged movement into every step, making the silhouette feel less static couture and more live-action spectacle. That kind of detail is exactly what lands in a Spider-Man promo cycle, especially for a project Teen Vogue framed as arriving after a five-year wait. Zendaya has long understood that the best film promotion is not just about looking expensive. It is about making the clothes feel like part of the story, and in Mexico City, Ashi Studio became part of the movie before the movie even opened.