The INSIDER Summary:

• Americans mispronounce Zara all the time.
• You shouldn't be saying "Zah-rah."
• It's more like "tsah-dah." Yeah, really.
• The brand is based in Arteixo, Spain, and that's how people pronounce the letters there.

The pronunciation of fashion brand Zara seems pretty obvious. Two constonants and two vowels — what could go wrong? It's "Zah-rah," right?

Nope. It's actually "tsah-dah."

You can hear it at around the 55-second mark in this video from Today.

The brand is based in Arteixo, Spain (though it's owned by the Galicia-based multinational conglomerate Intidex). In Arteixo, the letter "Z" in "Zara" sounds more like a "ts" sound and the letter "r" sounds more like a light "d."

The retailer was first founded in 1975, and has become popular for offering quality, straightforward, yet fashionable clothing at reasonable prices. The Dutchess of Cambridge is a well-known fan.

Americans realized they were getting the brand's name wrong about a year ago, when a Refinery29 editor journeyed to Spain and realized everyone was pronouncing it differently. She took a video with one of the brand's representatives and blew the rest of the world's minds.

So sorry, folks. It's not like "Zah-rah" at all, but closer to "ta-da."

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