The experience took place within a phygital event held in São Paulo, as part of the campaign to launch the brand’s new collection
Renner launched its Autumn/Winter 2022 collection, with the motto “We are a single plot”, with a virtual fashion show and 3D technology.
The new collection is inspired by the fabrics of life — from the threads that make up fabrics to people’s relationships with their roots and culture.
“All the elements of this campaign were carefully thought out to provide the public with a phygital immersion, combining the potential of technology with proximity, complicity and connection”, explained Maria Cristina Merçon, Corporate Marketing director at Lojas Renner.
The launch was marked by an event, which took place this Monday (21), at the São Paulo Museum of Art (MASP) and with a totally virtual parade, watched through augmented reality glasses.
In addition to the show, guests were also able to see some of the pieces from the collection up close in a showroom.
In the physical environment of the event, a scenario was created with the different winters of Brazil portrayed from the three locations where the campaign photos were clicked: Jalapão State Park, in Tocantins; Ilha do Ferro, in Alagoas; and São Francisco de Paula, in Rio Grande do Sul.
The regions were also represented by the exhibition and production in loco of works by different artists and through the gastronomic menu of the event. The idea was to provide a sensorial, differentiated and unique journey.
The show was covered on Renner’s Instagram and was made available on the brand’s YouTube.
As part of the new season’s actions, the retailer also launched its first campaign film with 3D interventions.
The campaign also has the presence of Rennata, Renner’s digital persona, who appears on the brand’s social networks.
The entire campaign is signed by Renner in collaboration with partners such as TD – Transformação Digital and the agencies Suno Paim and Inventa Evento.
