«A moment suspended between day and night». Emerging from the lively streets of Rio de Janeiro at sunrise, Rabanne’s latest campaign is deeply rooted in the city’s renowned baile funk culture.
Shot by Melissa de Oliveira and directed by Manu Cossu, Rabanne‘s ‘High Summer 25 Atlantic Allusions’ captures the echoes of last night’s basslines reverberating across Rio’s hills. This vibrant project portrays the authenticity of the baile funk scene, highlighting local dancers like Hiltinho Fantastico and the Oz Crias collective, as well as DJs such as DJ Guiguinho, Aisha, and Yaminah Mello. Rather than extras, Rocinha’s community members are central figures—motorbike riders at dawn, women preparing for nights out, dancers mid-motion.
Funk carioca, born from Miami Bass yet deeply Brazilian, powers the campaign. The soundtrack features local artists MC Neguinho Popotão Grandão, MC Marlon, MC Hollywood, and Luiz Bonfá, encapsulating DJ Malboro’s famous words: «É som de preto, de favelado, e quando toca ninguém fica parado»—it’s music from the favela, and no one stands still.
Styled by Flavia Lafer, Claudia Kopke, and Marina Franco, the collection moves seamlessly with the community, highlighting real expressions rather than imposed fashion statements. Director Manu Cossu described the filming in Rocinha as transformative, capturing baile funk’s raw energy and beauty intimately.
By embracing authenticity and grounding its vision in local life and rhythms, Rabanne delivers a campaign that is as dynamic and genuine as it is visually compelling.
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