Summer is a time for sunshine, beaches, and endless fun, and Riachuelo, a beloved Brazilian brand with over 75 years of history, is ready to embrace the season with its new ‘Vem Chegando’ collection. The campaign, shot in the vibrant neighborhood of Santa Teresa in Rio de Janeiro, embodies the carefree spirit of summer, featuring influencers Guta Virtuoso and Gabrielly Ferraz.
The collection is a symphony of light and airy fabrics like linen and cotton, reflecting the desire for comfort and ease in the warmer months. Riachuelo embraces the latest summer trends, including the bohemian aesthetic with intricate embroidery on dresses and sets, the practical yet stylish utility trend with mini skirts boasting pockets, and the alluring transparency seen in printed dresses and cropped tops.
For those who need to stay stylish even during the workday, the collection also offers a relaxed take on tailoring. Think classic pinstripes, neutral colors, and playful silhouettes like shorts and vests, with the traditional shirt serving as a cool third piece option. Other key colors include royal blue, moss green, brown, and white, adding pops of vibrancy to the summer wardrobe.
Accessories complete the summer look with earrings and necklaces that evoke the sun and stars, colorful bags, and fresh footwear like metallic sandals with tie details.
Cathyelle Schroeder, CMO of Riachuelo, explains, “Our campaign goes beyond the feeling of summer’s warmth. We want to embrace the season as it resonates with most of our customers, providing moments of joy, lightness, and celebration within everyday life.”
The ‘Vem Chegando’ collection is now available on Riachuelo’s official e-commerce site and in stores across the country. Don’t miss out on your favorite pieces!
