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“Live your Party with Everything”: GKay, Sabrina Sato and Rafa Kalimann tell everything at Natal Ria

Brand invests in new formats and explores the theme of year-end celebrations, reinforcing the omnichannel strategy of an ecosystem that brings together fashion, lifestyle, products and financial services in one place

Riachuelo presents “Viva Sua Festa com Tudo” for Christmas 2022 and strengthens the diversification of the integrated omnichannel portfolio of its business. With the irreverence of the actress, comedian and presenter, GKay, the brand explores an innovative format, based on how the public consumes content in the digital environment, reinforcing its strategy of bringing the client to the center of the business, with a videocast, in which, the presenters, Sabrina Sato and Rafa Kalimann, will tell you everything about their Christmas and New Year parties.

What gift did you get that you didn't like? With or without glitter? Have you chosen your look to sit on the couch? After all, who are you at Christmas? That's what Riachuelo invites everyone to discover in videocasts, bumpers and films focusing on the collection, gift tips - including a list of looks from the campaign's stars on the website, and campaign backstage.

“In addition to humor, the campaign reinforces our ecosystem that brings together fashion, lifestyle, products and financial services. Today our customers have an increasingly complete consumption experience. We have a variety of categories - fashion, accessories, adult, children, home, decoration, beauty, electronics, among others - to meet the most different lifestyles, always with careful curation. Therefore, the motto "Live your party with everything" refers to this business strategy that offers everything the consumer needs in one place”, details Thais Castro, Head of Marketing at Riachuelo.

Another landmark is the unusual scenario that escapes the traditional Christmas symbologies. Conceived and designed by Michell Lott, creative director, color consultant and set designer, the setting is a rescue of Brazilian culture, in the trees instead of traditional ornaments, Michell opted for bananas, pineapples, birds, plumes from the pampas and stars from Espírito Santo with a more festive way of celebrating Riachuelo's roots. In the arches that frame the scenes, according to the creative director, there is the collective will and need for a more organic and lighter way. For the scenario created for the videocast, furniture by Brazilian designers and national handicrafts are highlighted. A centerpiece with fruits carved in wood from Minas Gerais handicrafts, generates representativeness and connection with many Brazilian houses. After all, who never had a fruit bowl at home?

Following a media strategy focused on high exposure and reach, the campaign begins to run on November 15th on Riachuelo's proprietary digital platforms -- Youtube Channel, Instagram, Facebook, TikTok, and will have unprecedented participation in the PodDelas podcasts, on on the 29th with the influencer Thaynara OG, at PocCast on the 7th of December with the participation of Rafa Kalimannn and with merchandising actions with an interactive dynamic of a battle of looks that will divide the participants into different teams: white, colors or brightness and others on open TV during The Voice Brasil on TV Globo.

integrated ecosystem

From decor to Christmas souvenirs, the brand's new party collection explores modern tailoring and fluid dresses that play with combinations between red and pink, in addition to the glitter of sequins in timeless shapes and monochrome looks.

In the collection by Pool, a young brand, the festive looks mix sparkles such as lurex and sequins with jeans produced with more sustainable textile fibers, 100% renewable energy and with a reduction of up to 85% in the use of chemicals, in addition to dresses in metallic mesh that appear as a highlight in the night out proposal.

For men, the focus is on shirts, from cotton to linen, in the most varied colors and shapes. In addition to neutral colors and pastel tones, the fashion touch is on account of Pink, which is on the rise and is a highlight. The big bet is to bring versatile shirts that can be used with tailoring for the festive period and also compose looks that are perfect for everyday life.

In the children's section, girls aged 0 to 16, we will have many dresses with sequins, shiny tulle, as well as long dresses with natural aspects in viscose and Laise. The jeans come in light and medium washes and the twill is crafted with a lot of shine.

For boys aged 0 to 10, natural fabrics and rustic aspects make a complete mix with a color chart of neutral tones, kakis and blues.

In the category gifts, licensees, wines, chocolates, setup for gamers are some of the options for those looking for a souvenir for family and friends. For those who love decoration, Casa Riachuelo brings a complete collection of accessories, decorative objects and table items to prepare the house for the holidays.

As a convenience, the Riachuelo card offers customers installments in 5 interest-free installments or the advantage of extending the first payment for up to 100 days, in installments with interest.

All products are available in all Riachuelo stores and can be found in the marketplace or app.


Agency: Magenta

Creation: Adriana Yoshida, Felipe Luchi, Natalie Aymee

Directed by: Adriana Yoshida

Director of Photography: Marcos Mello

Art direction: Michell Lott

Approval: Thais Castro and Daniel Harpaz


Created by: Adriana Yoshida

Pickup: Thais Limberte (Cavalry)


Art direction: Audiane Amada

Fashion photographers: Yuri + Ana

Still photographer: Xico Buny

Stylist: Dani Ueda for models, GKay and Rafa Kalimann / Pedro Sales for Sabrina Sato

Beauty: Dani Hernandez for models, Rafa Kalimann and Sabrina Sato / Rodrigo Costa for Gkay Executive Production: Joana Vieira

Producers: Priscila Pacielo and Abimael Santos


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