Campaign invites everyone to experience the essence of national culture
Fashion with a purpose is what unites the retail giant Riachuelo with five young designers from different regions of Brazil: in addition to individual expression, style is also representativeness, community and belonging. This is how CRIA was born, a collection signed by the winners of the “Which Fashion for Which World?” challenge, created by the 1st Challenge of the Casa dos Criadores Institute – with the support of the Riachuelo Institute.
Fernanda Lima, Francceska Jovito, Gabrielle Silva, Geremias Marins and Hector Luquini are the new generation of creatives who bring their experiences in the Brazilian favelas as inspiration for each piece in the collection which, through the streetwear mood, exudes attitude and tells stories of the suburban culture through fashion.
The trends and style of the streets are translated into looks with a palette that favors B&W, terracotta and beige, referring to the structures of the architecture of the suburbs, which unfold in prints inspired by graffiti and urban frames. Among the highlights, the origins print features, on a tulle dress and blouse, numerous slang words and phrases such as: Oxi, N, Massa, Bicho, Fita, Pega a viso, M Cota and many others verbalized in the streets of suburbs and cities in the country.
The campaign features the five designers as stars of films and photos to portray the collab through an industrial and street setting, which conveys the complementarity of the collection with the urban setting. There is no distinction between peripheries and cities, it is a fusion of what the country is, inviting everyone to experience the essence of the national culture.
The official launch of the CRIA collection and online pre-sales will take place on July 16th, ending the last week of the 52nd edition of the Casa dos Criadores fashion week. As of July 17th, the collection will be available in selected stores and on the brand’s e-commerce.
