São Paulo – Jordan was the setting chosen by Riachuelo, one of Brazil’s leading fashion retail chains, for the photos and films of its 2013-2014 spring-summer collection advertising campaign. The ads will go on air in August.
The campaign’s production team spent ten days in Jordan last June, taking footage in sites such as Petra, the Jerash archaeological site, and the Wadi Rum Desert, also known as the Valley of the Moon.
According to the company’s marketing team, the new collection was not inspired by Jordan, but has a connection with the country nonetheless. “The location for the campaign is always picked once the collection has been completed. Riachuelo’s marketing department is always careful in choosing a site that will provide the perfect backdrop to the feel of the collection,” the company explained in a statement released to ANBA.
“In this case, the beautiful natural landscapes of Jordan have helped convey exactly what the brand desires with its summer collection,” the statement read; the Middle East “is all to do with the main trends seen in the campaign.”
The photos were taken by photographer Nicole Heiniger. The models sporting the clothes were Bárbara Di Creddo, Guisela Rhein, Alexandre Cunha and Rafael Lazzini.
According to the Riachuelo marketing department, the new campaign photos will be featured in media vehicles throughout Brazil.
*Translated by Gabriel Pomerancblum
