WOMAN, El Corte Inglés
Redefining womenswear for a new retail eraAs part of a broader transformation within El Corte Inglés womenswear, the challenge was to modernise the perception of its private labels and create a more coherent, contemporary and emotionally relevant brand ecosystem.
The objective was not only to unify communication, but to redefine the visual and narrative language of womenswear across every customer touchpoint.
We developed a comprehensive brand framework designed to establish a clear identity system for the category.
This included defining communication territories, visual codes, tone of voice, photography direction, packaging, retail environments and editorial guidelines, creating a flexible but coherent ecosystem capable of unifying multiple brands under a renewed contemporary vision.
At the core of the strategy was the concept of uniqueness, understanding fashion not as a singular ideal, but as a reflection of diverse identities, lifestyles and personal experiences.
We translated this positioning into a series of integrated seasonal narratives spanning campaign imagery, retail communication and editorial content.
For the summer season, we developed a transversal ecosystem connecting fashion, home and lifestyle categories under a shared visual and emotional language.
This approach also informed the repositioning of Moda Baño, where we introduced a more natural and contemporary visual direction aligned with the wider transformation of womenswear.
Under the campaign platform “No two summers are the same”, the project celebrated individuality through storytelling, content series and editorial formats designed around different ways of experiencing summer, fashion and self-expression.
By combining strategic consistency with emotional flexibility, the project transformed womenswear into a more contemporary, culturally connected and experience-driven brand universe.
COATS x MARIA ZUBTSOVA Editorial
Creative Director & Art Director Natalia Arias , Laura Porras - Photography: Javer Biosca - Styling: Juan áramo - Producer: Maria José Vivas
WOMAN LIMITED Editorial
Creative Director & Art Director Natalia Arias - Photography: Luciano Insúa - Styling: Juan Páramo - Filmmaker: Juanjo Martinez- Producer: Miguel de Casas
ACCESORIES Still life editorial
Creative Director & Art Director Natalia Arias - Photography: Felix Garay - Styling: Eduardo Boillos - Producer: Maria José Vivas
WOMAN FIESTA X JAVIER BIOSCA EDITORIAL
Creative Director and Art Director: Natalia Arias - Photography: Javier Biosca - Styling: Blanza Uzueta - Producers: Maria José Vivas - Filmmakers: David Rodriguez - Dop: Carlos Guijarro
“NO HAY DOS VERANOS IGUALES” CAMPAIGN
Creative Director & Art Director: Natalia Arias - Copywriting: Nerea Dolara - Photography: Pablo Zamora, Javier Biosca, Eduardo Miera, Esperanza Moya - Styling: Gabriella Naeve y Pilar Lara - Make up: Elena Tebar y Piti Pastor - Producers: Naiara Chinchilla, Maria José Vivas, Miguel de Casas.
NO HAY DOS VERANOS IGUALES CAMPAIGN
Creative Director & Art Director: Natalia Arias - Copywriting: Nerea Dolara - Photography: Esperanza Moya - Filmmaker: Juanjo Martinez - Styling: Gabriella Naeve - Make up: Elena Tebar - Producer: Naiara Chinchilla
ÉNFASIS BLACK CAMPAIGN
( Lookbook & Campaign )
Creative Director & Art Director: Natalia Arias - Photography: Pablo Zamora- Filmmaker: Juanjo Martinez - Styling: Gabriella Naeve - Make up: Piti Pastor - Producer: Miguel de Casas.
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