LPP SA - Lust for life in Rio – CROPP spring/summer 2017 campaign

The women’s line is focused on the body, full of sexy, figure-enhancing cuts and a vivid sporty look. Urban basics are also there aplenty: T-shirts, tracksuits, and jeans jackets that hark back to the aesthetics of the 1990s. The keen style of the collection abounds in soft pastel colours and exotic beach prints on tops and swimming suits. This is a fashion style for women who accept their body, love their life and engage in all sorts of activity.

The men’s CROPP line alludes to black pop culture icons, gangsta/goth motifs and street fashion from large urban centres. Besides a touch of unique style, the collection focuses on ease and the comfort needed for pursuing sports and active leisure. It is a colourful streetstyle proposal for individualists who hate boredom and live in the moment.

A grand photo shoot was carried out in the favelas and on the beaches of Rio de Janeiro. The video and the photos teem with fascinating energy. CROPP hypnotizes viewers with exoticism and stylistic originality, treating them to a mix of inspiring scenes with no room for banality or pop culture and fashion clichés. The campaign and the video designed to promote the new collection also allude to the summer party season, the need to soak up the sun, and the charms of summer – and accordingly, they present a line of outfits for the beach and summer festivals as well.

The photographs are the work of Bartek Wieczorek; the film was directed by Florian Malak and edited by Sebastian Mialik. The production team included: SHOOTME, Rafał Dąbrowski, and Arkadiusz Dudkowski from Cropp. Styling and make-up are the work of Iwona "Starka" Łęczycka and Marianna Jurkiewicz, respectively. Bartłomiej Stefanowicz served as the art director.

https://youtu.be/na8iVsZ2vHI

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