César Nicolau, marketing director, says that strategy is anchored in innovation
Ypê teamed up with stylist Tom Martins and artist Anaisa Franco, in the latest edition of SPFW — held last week — to translate the concept of “Perfume that you feel and see”, from the Synesthetic Collection Ypê, whose creative concept is signed by DPZ.
Actors Agatha Moreira and Rodrigo Simas were chosen to model two of the ten looks created, whose print was created from a sensor connected to Tom, which captured his brain signals at the moment he smelled the fragrances Encanto, Inspiração, Liberdade and Blue Garden.
With more than 200 images captured by the software created by Anaisa, the designer chose four designs that were transformed into pieces with an urban and utilitarian feel.
Ypê’s marketing director, César Nicolau says that the idea of using neuroscience as a basis for creating this collection arose from Ypê’s desire to innovate in the SPFW environment.
“The company sought a unique approach that linked its concentrated fabric softener products to fashion in a creative and impactful way, and neuroscience was seen as a way to explore the connection between the human senses and the fashion experience,” he said.
Nicolau explains that the application of neuroscience in fashion required research and development of technology to capture and interpret Tom Martins’ brain signals in response to the fragrances of Ypê concentrated fabric softeners.
“By pairing the fragrances from the Ypê concentrated fabric softener line with a unique synesthetic experience on the SPFW runway, we sought to highlight the brand as one that goes beyond traditional advertising standards and engages in unique and meaningful collaborations that resonate with its audience- target,” he said.
