Campaign, developed by La Baraque, addresses representation and inclusion
Lu, from Magalu, and Gaby Amarantos star in the retailer’s new autumn-winter collection from Mundo da Moda. Developed by the creative agency La Baraque and with the creative direction of Kleber Matheus, the advertising piece reinforces the message that ‘There’s Fashion in Magalu’.
A fashion film, digital content pills and photo drops translate Magalu’s inclusive fashion message, dividing fall winter trends into themes such as mix of prints, color block, monochrome, etc.
“Gaby’s choice to pose with Lu is strategic, considering the great strength of both when it comes to representation and values. Gaby is a black woman, northerner, curve, who represents Brazil, embraces and defends minorities. Together they translate and embody what Magalu’s fashion is”, says Ana Paula Rodrigues, marketing director of Magalu’s fashion vertical.
