Between anticipation and celebration, Rabanne’s latest campaign returns to the Spanish roots of its founder through flamenco, movement and collective emotion.
A shared rhythm runs through the campaign before the music begins. Moments of preparation, expectation and collective energy shape Rabanne’s latest project, ‘The Pulse’, created to mark the house’s 60th anniversary. Through a contemporary reading of flamenco and Andalusian culture, the campaign reconnects with the Spanish roots of Paco Rabanne while looking towards a new generation of artists.
Set in Jerez de la Frontera, ‘The Pulse’ explores the emotional intensity of the hours before celebration. Rather than focusing on performance itself, the campaign lingers on the rituals that precede it: getting ready, gathering together and feeling the atmosphere build. Andalusia becomes both setting and protagonist, shaped by movement, music and shared experience.
At the centre of the narrative is Carmen Avilés, joined by members of the Farruquito lineage and emerging Andalusian talents including Mitch and Irene Ruiz. Together, they bring different generations into the same rhythm, connecting heritage with a living, evolving cultural language.
Music by Yerai Cortés gives the campaign its heartbeat, reinforcing Rabanne’s long relationship with movement and performance. Directed by Emmanuel Cossu, photographed by Aitor Laspiur and developed under the creative direction of Julien Dossena, ‘The Pulse’ feels less like a nostalgic tribute than a cinematic portrait of a place, a community and a tradition in motion.
Six decades after its founding, Rabanne continues to find new ways of engaging with its heritage. In ‘The Pulse’, tradition remains alive through the artists, dancers and musicians who carry its energy into the present.
–
Follow us on TikTok @veinmagazine
