Rabanne Brand
Rabanne Launches Its New High Summer 25 Atlantic Allusions Campaign
Luxferity, 02.06.2025
A Tribute to Rio’s Funk, its People, and the Power of the Baile.
At dawn, Rio begins again. After the bass fades and the bodies rest, there’s a lingering electricity — the kind that lives in the heat of a night remembered, or perhaps still unfolding. It’s in that space between sunset and sunrise that this campaign was born. Not imagined from afar but shaped by those who live it.
Rubis Big Bang Handbag
For its High Summer 2025 collection, Rabanne turns its gaze — and its ears — toward Rio de Janeiro’s funk culture: a world built from rhythm, resilience, and relentless reinvention. Here, in the bailes of Rocinha, sound isn’t just entertainment. It’s identity.
The story begins, in part, with Paco Rabanne himself — who in the 1980s founded a funk and soul record label Paco Rabanne Design. He was the first to cast Black models in ways the Paris fashion system had not yet embraced. His radical revolution was always paired with a curiosity for culture and a sensitivity to difference. Still in the 1980s, Paco Rabanne opened a club in Saint-Germain-des-Prés in Paris, the Black Sugar, dedicated to funk and Afro-Caribbean music. This new campaign returns to that spirit — but filters it through a contemporary, deeply respectful local lens.
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Directed by Emmanuel Cossu and photographed by Melissa de Oliveira, the campaign orbits around Melissa’s world. A visual artist born in Morro do Dendê, her work captures the codes of Rio’s urban life with rare subtlety: Grau stunts, favela beauty rituals, the quiet and expressive language of hair, gesture, and dress. She didn’t just shoot this story. She opened it up.
Over seventy people appear in the stills and film:
– 20 dancers from movements like Passinho with its best dancers Hiltinho Fantastico and the Oz Crias collective, Dance Maré
– DJs and artists including DJ Guiguinho, Aisha, Yaminah Mello
– 50 talents from Rocinha’s bailes, many non-professionals but charged with presence
Matteo Double Tour Bracelet Blue / White / Red
The images move between night and morning — boys dying their hair, girls getting ready for the party, motorbike riders cutting through first light. Each moment is both ordinary and mythic.
At its center is funk carioca, a genre that emerged in the ’80s from the influence of Miami Bass and evolved into a distinctly Brazilian, deeply favela-rooted sound. Over time, the beat got faster — most recently with the arrival of the 150 BPM or ritmo louco, where bodies move at a pace that borders on ecstatic. This is music made for motion, for bodies packed into a baile, for speakers built to battle. As DJ Malboro’s now-classic lyric reminds us: “É som de preto, de favelado, e quando toca ninguém fica parado.”
Tweety Big Bang Handbag
Styling is by Flavia Lafer, with the fashion film styled by Claudia Kopke and Marina Franco.
The music is a rich mix of MC Neguinho Popotão Grandão, MC Marlon A Soma do Quadrado, MC Hollywood Rapidamente Treme o Bumbum and Luiz Bonfá Manhã de Carnaval.
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Biography:
- Melissa de Oliveira
Born in Morro do Dendê, north zone of Rio de Janeiro, in 2000, Melissa is a photographer and visual artist. She started in photography in 2019, documenting her daily life in the community. She has a technical degree in photography from Spectaculu – School of Art and Technology, did Formation and Deformation at EAV Parque Lage and took part in the fourth edition of ELÃ, an artist residency at Galpão Bela Maré.
She took part in the collective exhibitions Escrito no Corpo / Engraved in the body at Fortes D’Aloia & Gabriel (RJ) and Tanya Bonakdar (NY); FUNK: Um grito de ousadia e liberdade at the Museu de Arte do Rio, Fire Figure Fantasy at ICA Miami, Paura at Era Gallery, among others. She published in Elle Brasil, Vogue Brasil and IMS’s ZUM magazine.
”I think what resonates most with me in this campaign is being able to present the favela as a reference for what is fashion, what is style, and what is elegance. I’ve always tried to express that in my own work — how everyday life in the favela reflects beauty and even a kind of futurism.”
Harry Aviator Sunglasses (Black Matt / Brown)
- Manu Cossu
Over the past decade, award-winning director Manu Cossu, aka “Manu” has taken the world by storm with his groundbreaking music videos, short films and commercials. Hailed as one of the most clairvoyant and revolutionary voices of his generation, Manu has directed campaigns for Nike, Rabanne, Apple and others.
Recently, he completed two international, star-studded campaigns for Adidas with “Create The Answer“, featuring David Beckham, Karlie Kloss, and Pharrell Williams, for the World Cup; and “Original Is Never Finished“, featuring A$ap Ferg, Playboy Cardi, and Nick “Swaggy P“ Young.
Manu has a striking ability to immerse his audience in deeply artistic mis-en-scènes by bridging conceptualism with forward thinking. He brings fresh and imaginative components to all of his projects. Early in his career, after working with Bag Raiders, M83 and Skrillex, Manu established himself as a radical filmmaker, strongly involved in the world of music videos. His ability to intertwine imagery and sound is very much a part of his acclaimed style.
Manu directed the celebrated music video for “Pursuit” by Gesaffelstein, an iconic French Techno group. The video was a triumph in its success and cumulated several nominations and awards including UK MVA for Best Dance Video and Best Visual Effects, and a D&AD Yellow Pencil for the Best Music Video and Best Special Effects.
He followed that up with “HOudini” for Dua Lipa which was equally as explosive.
Plissé - Pearl White
Manu now resides in Paris, where he continues to innovate his strongly creative and prolific ideas in the world of music videos and advertisement, and is working on his first feature film.
“I feel deeply honored to have lived this journey — a vibrant collision of fashion, rhythm, and soul. To capture the pulse of baile funk at the heart of Rocinha was not just inspiring, it was transformative. Brazil. Rio. Rocinha. These are not just places — they are realms of freedom, fire, and luminous humanity.”
James Aviator Sunglasses (Rose Gold / Brown)
