Concept Proposal · Creative StudyFashion · Grupo Luiza Barcelos
Winter 25 · Raízes
A concept proposal for the winter collection, presented as a creative study. This is not the campaign that ran.
- Client
- Grupo Luiza Barcelos
- Disciplines
- Campaign concept
Manifesto
Art direction
Collection signature - Year
- 2025
- Industry
- Fashion · Footwear and bags
01
Context & Proposal
A creative study developed as a concept suggestion for the winter 2025 collection, which explored a return to the essential, mixing vintage and modern and valuing what is natural and timeless.
02
Concept & Art Direction
The Raízes (Roots) concept comes from the memories and choices that shape who we are. The images use natural light, earthy tones and framing reminiscent of family photographs.
The collection signature pairs a classic serif with the brand's handwritten stroke.
03
What the Proposal Included
Manifesto, collection signature and image language brought together in a concept presentation. It was a suggested creative direction, not the brand's final campaign.
