Wednesday, 20 May 2020

Mango launches upbeat Life in Bloom campaign for post-lockdown optimism

As stores reopen and consumers emerge from the biggest shock to their systems in decades, Mango has unveiled an upbeat new campaign and said it “wants to continue inspiring its community”.

The Spanish retailer’s new project was shot by fashion photographer Cass Bird, who has worked with the brand before and features Andreea Diaconu, Kaya Wilkins, Jill Kortleve, Oumie Jammeh, Boyd Gates, and Anders Hayward.

The firm explained that “in an attempt to return an enthusiastic tone to our lives and plan the next chapter of the story we are building together with those we love most, Mango launches its new campaign, Life in Bloom. This project reflects the current context in which, after months of physical distancing, energy is renewed and a desire to get out and enjoy nature, the company of our close community and all the world can offer us, become more relevant than ever before”.

The shoot took place pre-lockdown with the team decamping to Argentina back in February to capture summer-like weather.

As it did in the previous spring/summer 2020 campaign, Mango said it’s “giving voice to its community, which it got to participate in the photoshoot via Instagram”.

What that means is that followers of the brand were given access to the shoot “and other exclusive details such as the location, the set, deciding which scenes they wanted to see, and the first look at some of the garments and colors, as they were gradually revealed”.

The womenswear that the company photographed features “joyful colors and natural fabrics in a collection of 100% sustainable garments” with poplin as the “star” material.

Meanwhile, the menswear “combines versions of relaxed style by creating clean and contemporary silhouettes. The range of neutral colors such as white and beige predominate in safari jackets, soft fabric shirts, and garments that are easy to combine”.

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