A BAW Clothing, fashion brand streetwear which is part of the Arezzo&Co group, today debuts one of its main campaigns of the year inspired by urban art and graffiti interventions in street ads and in São Paulo’s subways.
The goal is to honor one of the most iconic street arts in the world and part of BAW’s culture – graffiti. The action celebrates the launch of “Logomania 2022”, a drop of brand products, which brings back the trend of numerous logos stamped on clothing items.
The campaign will bring a series of artistic interventions in the photos of models using the looks of the drop, with graffiti and illustrations developed by Edu Ribeiro, a visual artist from Rio de Janeiro, and also by the graffiti artist Nihao, one of the main female names on the rise in urban art in Brazil. The initiative also includes sponsorship ofWomen on Wallsa visual arts professionalization platform exclusively for women.
All action will take place from April 27, on BAW and artists’ social networks, in addition to OOH at the main stations of the red and yellow lines of the SP Metro, and also at bus stops and street clocks. There will also be a video with takes from the photo shoot of the models, artists working on the interventions of the photos, machines in the printing shop printing the arts, ending with the installation of the pieces in the subway, which will be broadcast on the brand’s networks.
“Baw is inspired by world culture trends and we want to increasingly position ourselves as a brand of streetwear. We believe in art to transform fashion and, therefore, we invited two young graphic artists who represent a new look at street art to bring visibility to this movement”, says Bruno Karra, CEO of BAW Clothing.
The partnership withWoman on Wallsconsists of funding initiatives to map new artists from across the country. The idea is that these women have a series of programs linked to BAW, for example, workshops, mural paintings in partnership with the brand and even collections developed in partnership with these names.
A Women on Walls is an open, collaborative, free and worldwide platform of free education and funding for the exclusive professionalization of women in the visual arts, created in 2020, with the idea and curatorship of Marina Bortoluzzi, and realized by Instagrafite. This year, the organization will launch a portal that will function as a glossary with a profile of women artists from around the world.
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