Lahore-based fashion label FOUND has revealed that it was in contention to dress Puerto Rican artist Bad Bunny for his Super Bowl halftime performance before the final look was secured by Zara.

 

Creative director Faraz Zaidi shared the update on Instagram, describing it as an “almost win.” He wrote, “‘Almost’ stories rarely matter. It only counts when you land it.” He added, “We custom-designed sets for Bad Bunny that almost made it to the Super Bowl stage.”

 

According to the brand, FOUND created a series of custom accessories for the performance. Images shared online showed a white trapper hat, baseball cap and gloves featuring metal floral embroidery, along with leather trapper hats carrying similar detailing.

 

The brand stated that it had prepared a press release in advance of the halftime show. “We had a press release locked and loaded. Ready to go the second the halftime show hit,” the post read. However, in the final days leading up to the performance, the direction shifted.

 

FOUND described a tight production timeline, saying artisans in Lahore completed hand embroidery within days before dispatching the pieces internationally. “A box was DHL rushed from Lahore, Pakistan to Santa Clara, California,” the brand wrote. “Somewhere in the final days, the direction shifted. Ultimately, Zara won the bid for the full look. Apparently, they’re fast. Faster than most.”

 

Bad Bunny appeared at the halftime show in a cream-toned outfit styled by longtime collaborators Storm Pablo and Marvin Douglas Linares. The look included a collared shirt and tie layered under a sports-inspired jersey bearing his family name, Ocasio, and the number 64, paired with chinos and sneakers. The performance marked the first time a halftime headliner delivered an entire set in Spanish. Vogue reported that the collaboration with Spain-based retailer Zara carried symbolic weight.

 

Explaining why it chose to share the near selection, FOUND wrote, “We chose to share this because social media shouldn’t only be about the wins. There’s near misses that should be equally held. All of the attempts and countless moments that don’t land, but matter all the same. You’ll always miss 100% of the shots you don’t take.”

 

The brand also thanked the artist’s team for the opportunity, stating, “The world is watching what comes next from the artist of our generation who is shaping a global world and all that is possible when you dream it into existence.” Stylist Storm Pablo responded in the comments, thanking the label for the garments.

 

FOUND has previously created custom pieces for Bad Bunny during his tour. In an earlier post, the brand described the collaboration as an “exchange of cultures, handmade in Lahore, Pakistan by our artisans, where craft carries memory and every stitch holds intention,” and thanked Pablo for the opportunity.

 

The development comes as Pakistani fashion labels continue to feature in international projects. Raastah by Zain Ahmed has been worn by Anil Kapoor, Barry Keoghan and Justin Bieber, while Palve’s hand-embroidered trousers appeared in Indian rapper Honey Singh’s ‘6 AM’ music video.