Riachuelo is one of Brazil's largest department stores, boasting approximately 302 retail locations nationwide. Drawing inspiration from the streets and their vibrant movements, Approve and Riachuelo join forces for a perfect match, embodying the brand's irreverence through a gender-neutral collection that promotes the idea of personal acceptance with the 'Approve Yourself' manifesto. The pieces showcase strong urban influences with spacious, comfortable cuts, significant details, logomania, and deconstructed elements for prints, all presented in a palette of neutrals with accents of intense blue, mint green, and pink.
In this project, I led the photography and photo direction, color adjustments, retouching, and collaborating closely with the art director and creative director from the technical visit through the image finalization. The campaign gained national recognition, featuring prominently in physical store windows nationwide and digital platforms, including social media and mass communication channels.
Roles: photography, photo editing, photo retouching, creative communication, creative brainstorming, brand communication.
behind the scenes
Photos: Marco Viana
fashion film
by Marcelo Cavalaria
physical&online stores
