Misci reinterprets Tieta in new campaign
In a visual manifesto, Seu Jorge and Lais Ribeiro embody the face of the collection’s Brazilian spirit
From the perspective “who and how would Tieta be today?”, the official campaign for the “Tieta” collection by Misci is released on August 26, marking the beginning of a new visual and conceptual phase for the brand. Presented in April at the São Paulo Biennial Foundation, the collection highlights the creative power behind Jorge Amado’s work through two important Brazilian figures: Seu Jorge, an artist whose trajectory encapsulates Brazil’s complexity, musicality, and multifaceted identity, and Lais Ribeiro, a supermodel from Piauí engaged in socio-environmental initiatives and a global reference in fashion.
The campaign reaffirms Misci’s proposal to use fashion as a means of discourse and language, prompting reflection on identity challenges in contemporary Brazilian society. Under the creative direction of Airon Martin, photographed by Hick Duarte, styled by Renata Corrêa, beauty by Cris Biato, and artistic direction by Nídia Aranha, the collection is not merely a reinterpretation of the past but a representation that, through the use of fashion as an instrument of sociocultural change, bridges present and future.
This vision comes to life through elements such as a printed sofa evoking the countryside and a sound wall, which materialize this idea in the campaign. Created as a visual manifesto, it translates the discourse presented on the runway — portraying Tieta as a symbol of strength, resilience, and wholehearted acceptance. Through pieces crafted from pirarucu leather, double-faced fabrics developed with Innovativ Tecidos, and items featuring prints by artists Elian Almeida and Gabriel Azevedo, the collection brings a sustainable premise together with ancestral references that broaden its narrative.
Model Lais Ribeiro brings to the collection the spirit of Tieta’s visual power through sensual, spiritual, and elegant force, wearing in one of the images the new “Pelle Verde” line — a revolutionary sustainability technology by Misci in collaboration with beLEAF™. Meanwhile, Seu Jorge connects the campaign to the energy of musicality and artistic heritage, creating a cultural bridge and reinforcing the brand’s narrative of fashion as a vehicle of expression.
The collection will be available in all Misci stores from August, celebrating five years of its commercial journey by inaugurating a more plural, refined cycle aligned with the brand’s original mission to expand the horizons of Brazilian representation on the international stage.
