LAB77 F/W 2022

In 2020 we were invited to collab with Future Farm, as one of the capsules of Lab77's Futuro collection. The Brazilian Foodtech specializing in plant-based meat teamed up with us to create a sustainable collection, using the arts of renowned Brazilian artist, Yomar Augusto and the unmistakable visual language of FF. Among all the pieces we created together, we were especially proud of the tie-dye t-shirt made with natural dyeing. My role in this project was to conceptualize, develop and produce a collection and the pieces for the publicity campaign for this collab. The partnership was a great success with the activation of the FF brand among the Lab77 audience and a great increase in awareness for our brand, including a report about the collection being highlighted in Vogue Brasil on that occasion.

In 2022, Lab77 launched its line of products made with Brazilian organic cotton, produced in Paraíba. The Take N.O. Shit collection was guided by the use of responsible raw materials such as organic Brazilian cotton with natural dyeing, hemp fabric, viscose made with waste from banana production and biodegradable polyamide. Our idea was to promote public awareness about the environmental impact and the origin of the clothes they wear. I was responsible for designing the pieces in the collection, the prints, and directing the campaign.

Ritmo e Poesia, translated into English as Rhythm and Poetry, was the theme of Lab77's first winter capsule in 2019. To capture the musical and urban inspiration of the collection, photos were taken at Circo Voador, a famous concert venue in Rio de Janeiro's artistic scene, reflecting the brand's casual and spontaneous aesthetic, often inspired by street style photography. The campaign was featured across Lab77's social media channels and included additional content created by the in-house marketing team. In this project, I was responsible for conceptualizing and designing both the collection and the campaign.