People love wearing it but no-one actually looks good in it.
Agree. It's horrendous. Even the most gorgeous girls look very average in it.
Do we not think the "hype" is just a clever marketing strategy?
Nope - I know how Zara do their marketing (used to work in fashion) and that kind of campaign is just not part of their core brand at all.
Here in Spain (Zara homeland) I've not seen a single soul wear it! I didn't even see it in our local store (big city).