Parfois Herself

In the last few years, Parfois has launched their new collections with an event for fashion influencers. The FW17/18 collection, entitled “La Femme”, had a very strong focus on the different sides to the feminine experience.

By being many contrasting and complementary “women”, she is ultimately “Herself”. This was the concept and motto for the whole project.

As it usually happens with these events, there are many steps to the experience that adhere to the creative concept.
The invitation sent to the influencers was a matrioska doll with a twist. Each of layers showed a different color and texture of this same woman. Inside, a small text explaining the concept was the final touch.

As for the communication of the event, the usual video-report was replaced with a music video, with original song (by White Haus) and lyrics by me. The idea behind them is that becoming “Herself” is a gradual process, with welcome contradictions and complexities. This can be seen in the way the melody and lyrics move, going from rigid to more fluid shapes. The woman starts to discover “Herself”. And then she becomes it.

Accolades: Bronze (WINA 2018, Prémios Lusófonos 2018), Silver (Clube dos Criativos 2018)