Mango is continuing with the Shared Moments concept in a new campaign for the Spring/Summer 2020 season. The images and the video were captured by the iconic British photographer Glen Luchford, author of emblematic images throughout a fashion career spanning three decades.
The models Anna Ewers and Rebecca Leigh Longendyke, two of the stars of the AW19 Shared Moments campaign, who also feature this season, are now joined by Vittoria Ceretti, Kit Butler and Hamid Onifade in a new getaway in which the Mexican cities of Valladolid and Merida are the setting for their shared summer adventures.
Shared Moments reinforces the concept of togetherness present in the brand’s communication. The campaign focuses on community spirit through a video and images that extol the virtues of the intimacy and naturalness of shared moments, celebrating a moment of true complicity and at the same time, the expression of one’s self.
This sense of belonging to the same community is reinforced by the Your choices make our initiative, which Mango launched last November. Via Instagram, followers of the brand have taken decisions regarding this campaign and the new SS20 campaign. Under the slogan “Look. Participate. Decide”, Mango’s creative team is launching a pioneering project in which over 11 million followers of the brand can choose some of the garments the models have worn during the campaign, as well as interacting with them with amusing decisions relating to the trip to Mexico and the moments shared with the others. Also, with some of the garments and accessories in this new collection, they have decided which ones they prefer will be sent to the stores. An interest in fashion, culture, style, and art is a common value shared by the brand and its community, the aim being to make the creation of shared spaces and conversations a key part of all its communications. Based on the responses sent by the Instagram followers, Mango launched a guide to Mexico on 20 January, which includes the essential locations in the region, as well as art galleries and museums.
The garments in the women’s line have been produced using 100% sustainable fabrics, such as sustainable cotton or recycled fibres. The designs, mainly inspired by 70s style, are inundated with prints, especially floral tones, and colours, with pastel tones taking centre stage. The suits with matching waistcoats are one of the key products while flowing dresses with summery air are also key in this collection. Accessories such as strap sandals and basket-style bags add personality to each outfit.
The men’s offering includes leather garments (shirts and jackets) and total denim looks like the stars of the campaign. The key element is the stripe print and black used to update the outfit, which in turn is combined with neutral tones and colour blocks combined with white denim. Key accessories include espadrilles and 70s style sunglasses.
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