Mango continues 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 highly acclaimed photographer captured Anna Ewers, Rebecca Leigh Longendyke, Vittoria Ceretti, Kit Butler and Hamid Onifade in the mixed campaign. And in line with MANGO’s commitment to protecting the environment, the garments in the women’s collection, particularly inspired by the 70s, were created with 100% sustainable fabrics .
Shot in the Mexican cities of Valladolid and Merida, the setting perfectly encapsulates 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 us initiative, which Mango launched last November. Via Instagram, followers of the brand took the 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. It is a Choose your own Adventure, but make it fashion! 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 January 20, which includes the essential locations in the region, as well as art galleries and museums.
The designs, mainly inspired by 70s style, are inundated with prints, especially floral ones, and colors, with pastel tones taking center stage. The suits with matching waistcoats are one of the key products, while flowing dresses with a summery air are also key in this collection. Accessories such as strap sandals and basket-style bags add personality to each outfit.
Shop the Spring/Summer 20 collection from MANGO at The Avenues, 360 Mall, The Promenade, Gate Mall and Kout Mall. For more information or shop online. Images courtesy of MANGO.
