Why Gisele Bündchen dominated spring 2024 campaigns
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For spring, several brands across fashion had the same thought: to make 43-year-old supermodel Gisele Bündchen the face of their seasonal campaign. Along with Balmain, Frame, Boss, Alaia and Vaara, that included Arezzo, the 52-year-old Brazilian footwear brand currently seeking expansion in the states.?
According to Alaia creative director Pieter Mulier, in a statement, "Gisele has … an aura which she seems to emanate. An absolute elegance. A very strong beauty. She is so powerful and graceful at the same time. To me, she is the Ala?a woman. … It was easy to make her embody the sensual vision of this new collection."
As for Arezzo, designer and CEO Alexandre Birman spoke with Glossy about why Bündchen was the pick for the brand's first global campaign, for spring 2024.?
In 2023, Arezzo did $1.37 billion in revenue, marking a 16% increase year-over-year. The brand sells in over 1,600 wholesale doors in 50 countries.
Why was Gisele a fitting pick for this campaign?
“We have a long partnership with Gisele. She was first featured [in an Arezzo] campaign in 2016, when we sought someone who aligned with our brand ethos to communicate the brand's positioning. We wanted someone who was a fashion icon —?inspiring, empowering —?yet, at the same time, a 'real' woman. … And now, we chose her to star in our first global campaign because, in addition to embodying much of our positioning, she is a Brazilian globally recognized figure, thus representing the origin of our brand, which was born in Brazil.”
Who is Arezzo's core customer??
“Arezzo transcends generations; the brand caters to a wide age range, from young adults to older women. … Our target customer is anyone seeking footwear that expresses their personality and lifestyle, with quality, comfort and a good value proposition —?our products are fairly made from genuine leather in Brazil. And she keeps an eye on the latest fashion trends.”?
To date, what has been Arezzo's approach to tapping into culture?
“Overall, Arezzo's approach involves a strategic blend of partnerships, events, and initiatives enabling the brand to stay connected with its audience and remain culturally relevant.?
One example is the [Miami] event we held for our U.S. launch. In collaboration with Isabela Grutman, it featured a fashion show and a lively lunch [attended by] renowned celebrities and influencers such as Victoria Beckham, Winnie Harlow, Camila Coelho and Alix Earle
Now —?for our global brand launch, with Gisele Bundchen — we’ve [rolled out] a major [campaign] that includes over 50 out-of-home media placements in Manhattan, as well as pop-ups in Macy’s stores and digital activations with influencers and celebrities.”?
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