To celebrate one of the most important dates in retail, Riachuelo, on this Mother’s Day, brings a campaign with different profiles of women who went after their dreams, including presenter Sabrina Sato and singer and former The Voice Brasil EuLá, alongside her daughter Pérola Luz.
“Our goal is precisely to invite women and mothers to dream of all the roles and facets they want to be. It is empowering them so that they can live their aspirations and desires. These two great Brazilian women embody our creative motto. Sabrina, for example, represents all the strength and overcoming of the dreamer woman in her story. A girl who left the countryside in search of a dream and ended up conquering the world.”, explains Thais Castro Lima, head of Marketing at Riachuelo.
To help convey the messages of this campaign, the brand sought, above all, a high spirits track: the Brazilian classic, Dancin’s Days, a song that can reflect and intensely stimulate the emotions of the public. The goal is for women to actually be inspired by the lyrics, play and dress in their dreams.
In addition to Sabrina and Eluá, formerly of The Voice Brasil, a team of influencers made up of names such as Rita Carreira, Thaynara OG, Rafa Kalimann with their respective mothers and Paula Amorim, who will soon be a mother, participate in the campaign.
The collection
For the date, Riachuelo also prepared a special collection, inspired by these women who are mothers and dreamers. One of the trends that stands out in the launch is Savana, with a utilitarian theme and prints that explore animal print and winter foliage, in raw materials with a rustic touch, such as linen, twill and textured knits.
The line “Like Mother, Like Children” is the darling and most awaited for the date. It can be found in different models. In addition, the collection has a Street line, with an urban theme, tops with laces and geometric cutouts proposing a look with a mix between the sophisticated and the basic with wide pants.
Finally, Riachuelo presents “the basics”, focusing on hoodies with a varied color chart, with light neutral tones, vibrant color points such as lime green and pink and reaching black, which is the darling of the season. The new pieces are available on e-commerce and Riachuelo stores throughout Brazil.
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