When global luxury meets the soul of Rio de Janeiro, the result is pure rhythm and radiance. For its latest high summer collection, Spanish-born fashion house Rabanne traded traditional backdrops for the beating heart of Brazil’s cultural scene, filming in Rocinha—Rio’s largest favela—and capturing a world where style and self-expression collide in unforgettable ways.
Set to the infectious energy of Brazilian life, Rabanne’s campaign feels less like an ad and more like a love letter to Rio. The brand, known for its futuristic metal mesh, embraced the pulse of the city’s everyday beauty, highlighting the movement, rituals, and people who define it. From motorbike stunts at sunrise to girls getting ready for a night out, every frame captures real-life elegance with cinematic flair.
Among the stars of the campaign are professional dancers like Hiltinho Fantástico and the Oz Crias collective, DJs like Guiguinho, Aisha, and Yaminah Mello, and dozens of Rocinha residents who bring authenticity to the screen. They’re not extras—they’re the heart of the story. Their presence turns fashion into a shared experience, grounded in local energy and global vision.
While Brazilian funk provides much of the campaign’s soundtrack, it’s the hauntingly beautiful Manhã de Carnaval—a classic from Brazil’s bossa nova era—that lingers as a reminder of the country’s rich and layered musical heritage. The contrast of styles reflects the campaign’s core idea: Brazil is not one rhythm, but many.
Rabanne’s founder, Paco Rabanne, once launched a funk and soul record label and opened Black Sugar, a Paris nightclub that celebrated Afro-Caribbean music. This campaign channels that same spirit of curiosity and cultural respect, only now with a fresh perspective rooted in Rio’s vibrant streets.
In a world where fashion often floats above reality, Rabanne comes down to earth—and finds something much more powerful.
