Misci introduces its latest campaign inspired by Jorge Amado’s iconic character, blending heritage with sustainability.
A Fresh Take on a Cultural Icon
Following its April runway debut, Misci has unveiled the “Tieta” campaign, paying tribute to Brazilian author Jorge Amado’s creative legacy. The campaign stars two influential Brazilian figures: supermodel Lais Ribeiro, known globally for her elegance, and artist Seu Jorge, a symbol of Brazil’s musical depth and cultural diversity.
Lais Ribeiro channels the sensuality and strength of Tieta, presenting pieces from the new “Pelle Verde” line, created in partnership with beLEAF™ to showcase Misci’s sustainable vision. At the same time, Seu Jorge brings authenticity and narrative power, adding music and cultural storytelling that resonate with the collection’s essence.
Sustainability Meets Heritage
The campaign serves as a visual manifesto that reflects resilience and autonomy. It positions Tieta as an emblem for communities that stay rooted while embracing modernity. The collection highlights eco-conscious materials, including pirarucu leather and double-faced fabrics developed with Innovativ Tecidos, reinforcing Misci’s commitment to responsible fashion.
Adding an artistic layer, prints by Elian Almeida and Gabriel Azevedo provide ancestral references, while Nídia Aranha directs the campaign with precision and creativity. These elements merge to create imagery that honors cultural identity and innovation.
Expanding Brazilian Fashion Globally
This launch marks a milestone for Misci as it celebrates five years of commercial success. It signals the brand’s intent to expand its influence while amplifying Brazilian representation in global fashion.
The Tieta collection is now available in-store and through Misci’s official website.