Riachuelo x Versace
ITB were tasked to contract and negotiate Brazilian retailer Riachuelo’s first foray into the designer collaboration space.
Engaging in an immersive research project, ITB reached out to a shortlist of brands with high traction in the Brazilian markets, eventually contracting Versace as the department store’s collaboration partner.
Simultaneously, ITB took on a logistics development project, aiming to clarify and provide advice on the production and manufacturing challenges of the partnership as well as the tax implications for both parties working cross-territory.
The Collection & Campaign
The collection spanned clothing and accessories. Mert&Marcus were contracted to shoot the campaign featuring Brazilian supermodel Adriana Lima across all media elements. Furthermore, Donnatella Versace was contracted to attend the launch in São Paulo.
The high production campaign and attendance of Donnatella to the event lifted the collection and it’s PR appeal in the local and international media to even higher levels than expected.