The Edition


Versace x Riachuelo

Dec. 1, 2014

On the heels of opening their first directly operated store in Rio de Janeiro in September, the house of Versace has partnered with the department store chain Lojas Riachuelo for an exclusive collection, aptly called Versace for Riachuelo.

To kick off the collaboration the partners produced an ad campaign lensed by Mert Alas and Marcus Piggott with creative direction by Giovanni Bianco. Featuring Brazil’s own Adriana Lima and styled by Patti Wilson, the campaign ran both print and video, the latter racking up 1.7 million YouTube views in 2 weeks since launching.

To augment the partnership of clothes priced at approx. US$19 for a top and up to approx. US$156 for the most expensive dresses, the companies are donating R$1 million ( approx. US$390,000) for the Associação de Assistência à Criança Deficiente (AACD), an NGO dedicated to helping disabled children and their families.

Source: The Impressionist

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