Pathy Dejesus talks about his early career, his relationship with brands and his vision of the role of brands in society
Patricia de Jesus came to the spotlight between 1994 and 2004, appearing in campaigns, magazines and walking the catwalks, becoming the first black woman to walk the runway at So Paulo Fashion Week, in 1995.
After 10 years, she became an actress and was present in major national soap operas, such as Avenida Brasil, Caminhos do Corao and I Love Paraispolis. In addition to soap operas, she also participated in the Netflix series “Coisa Mais Linda”.
The talent and charisma of the paulista made many brands start calling her to print their campaigns. Today, Pathy adds advertising pieces for Stella Artois, Protex, Neutrogina, Hering Sports, Stone, O Boticário and several others.
At propmark, Pathy talks about his early career, his relationship with brands and his vision of the role of brands in society. Read the interview in full:
How was the beginning of your career, from the time you were involved in fashion, the beginning of your career as an actress, and how has that impacted Pathy today?
I started as an invitation model for one of the biggest agencies in the country. I didn’t adapt at first, my reality was very far from all that. With the first years I adapted and ended up building a solid career. The beginning of an acting career came after a lot of study and it did not happen automatically. I believe that all my choices not only impact who I am, but are part of who I am. Constant learning. They are layers of the same woman in eternal evolution and transformation.
You’ve dealt with several brands along your path. For you, what are the main differences from that time to the present?
I had the opportunity to work with a multitude of big brands when I was a model, but as is known, these are contracts that are often independent of our personal tastes, our power of choice. Furthermore, the model is often there for what is aesthetically compatible with the brand’s desire. Today, my relationship with the brand is more intimate and direct. They are looking for Pathy as an individual, as I often joke. In addition, I had a very good relationship with brands and professionals, which today makes people interested in me as a spokesperson for their products. I also make a point of having my image linked only with what does not go against what I believe/defend.
You started your career in fashion, which ended more than 20 years ago, and starred in several productions as an actress. How was this career transition?
I don’t know if I consider it a transition because when I decided to retire from modeling I had no idea that I would become an actress. I didn’t want to be a model anymore, that was a fact and I stopped at the height of it. Something was missing, I didn’t feel complete. I am moved by great passions and acting is exactly that. In addition to being extremely challenging and never being a comfortable place, you must always be on the move, studying, creating, observing, absorbing.
You are currently the face of several brands. How did this work as an influencer start? Was it something thought out and planned?
Nothing thought or planned, I’m from another generation. Everything was different and at a different pace. I believe that my choices and way of working made me cross generations and remain in the market.
Today, how is your relationship with brands? What do you take into account when closing a job?
more direct and objective. Very rarely does a brand come to me without knowing who I am, what values I carry, what is important to me and what I stand for. This makes things a lot easier. As a public person I can also imprint my personality within this context. It ceases to be a sell-for-sell relationship.
What do you believe are the missions of brands today? What is their role in society?
I like to think of brands as a living organism. It is necessary to evolve, to keep up with changes in the market, in society. Consumers are increasingly aware of their choices, being able to buy, not buy and even boycott brands. So, a clear and consistent position is more than necessary, for example: there is no point in being opportunistic and getting involved with a cause like racism only in November and the rest of the year, ignoring the anti-racist struggle. But it is also no longer possible to get involved in a shallow way, without having a percentage of black employees on the company’s staff. This doesn’t stick anymore, the consumer is super attentive.
You collect works with luxury brands. For you, what is the importance of being at the forefront of these campaigns?
At first I honestly didn’t even believe it, because it was a reality far removed from mine. I didn’t have the knowledge, much less the purchasing power to consume most of them. I started to occupy a place that, deep inside, I knew was far from being idealized for me. A virtually impossible place when racial and class intersectionality is taken into account. I’m a black woman who came from the outskirts of SP and who started to print covers, commercials, big campaigns in the early 2000s, and most of the time, I was the only one there. I believe that I did break down some barriers, I am aware of and proud of the place I have reached. But I defend the idea that, if there is no collective achievement, there is still a long way to go.
Among all the advertising jobs you’ve done, is there one that left the biggest impression on you?
The first very big jobs had the biggest impact on my life. Mainly because they showed me that professionally I was growing. Being on huge billboards, shampoo labels, magazine covers still in the late 90’s was a watershed.
Do you see yourself as a brand?
I see myself yes. And now with more solidity. A more mature brand lol.
What is the best definition of the Pathy Dejesus brand?
A real product. Credible. Solidly. And accessible.
