The Power Of Familial Connection: How Mango is Bringing Loved Ones Together For A/W 2021
Celebrating different families and what makes them unique, the Spanish high street retailer has cast notable personalities, along with their nearest and dearest, in its new campaign
Like branches on a tree, we grow in different directions, yet our roots remain as one. This is the premise upon which high street favourite Mango have built their latest AW21 campaign – Family Portraits.
Our increasingly nomadic lifestyles have culturally enriched us yet lurking beneath is always a sense of nostalgia for the families we leave behind. Mango’s latest campaign tugs on our wistful heartstrings by bringing together seven families to celebrate their love. The campaign compassionately explores themes such as reconnections with loved ones, a sense of belonging for those born away from their home countries, and the continuity of traditions.
The campaign has been photographed by Pablo Di Prima, whose portfolio includes the likes of Jacquemus, Fendi, Chloe, and Off White. His work explores the complex structures of identity through individuals and communities, capturing the raw emotions such as intimacy, joy, spontaneity, and radiance of his subjects. The cast features models like Devyn Garcia who is photographed with her mother and grandmother, celebrating her Cuban roots.
Exploring her identity crisis of “Not Indian enough, not French enough” is Parisian model Ashley Radjarame alongside her sister Shirley. Two model couples rejoicing in love and laughter, Senegalese model Alpha Dia reuniting with his grandma after a decade and two nomadic families make up the rest of the diverse cast.
The proposal of this collection is finding garments that highlight the identity and style of each individual. An elegant neutral palette of cozy knitwear is complimented by denim pairing. Timeless classics such as tweed, Breton stripes and leather in an understated elegance which is typical of Mango, feature heavily in the collection. However, the stars of the collection are the accessories which range from chunky boots to leather loafers and quilted maxi bags.
Mango’s continued commitment to sustainability is at the core of the campaign. PVC-free banners with lower environmental impact will be used across Madrid and Barcelona. Moreover, installations will use Pureti film – a product which, on contact, purifies the contaminated air in cities, while also reducing indirect greenhouse gases and the particles that cause smog in the atmosphere, in order to improve the air quality.
One of the core values of Mango is creating community, being together and sharing moments with loved ones. By putting real families at the forefront as the protagonists the brand has once again proved its prowess.
For more information, visit mango.com
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