Adolfo Dominguez

Old Clothes

Agency: China


Buy clothes that last longer than trends. This is Adolfo Dominguez’s latest proposal, reinforcing its commitment with a new consumer model that highlights timelessness and durability in clothing. To that end, 29 items between 20 and 40 years old have been recovered and portrayed in ‘Ropa Vieja’ (‘Old Clothes’ in Spanish). The new campaign shows a collection of Adolfo Dominguez clothes that are still worn by real clients decades after being purchased. Campaign premiere took place in the Goya Awards 2020 (2 weeks prior to the Os-cars) the main film festival in Spain. Benedicta Sánchez, 84 years old, the New Ac-tress Goya winner, received the award wearing an Adolfo Dominguez outfit made in 1990. Along with her, other film celebrities assisted the event with clothes taken out of the brand’s historic archive. All the clothing present in the campaign have been handed over by Adolfo Dominguez clients that answered a social media calling to retrieve some of the brand’s iconic items that still look contemporary decades after being crafted. A selection of this clo-thes will be reissued in a collector’s limited collection that will be 100% made at his atelier in northern Spain. Ropa Vieja digs deeper in a conversation started by the designers fashion brand with Sé más viejo (‘Be more old’). The creative platform made by the Spanish agency CHINA, awarded with the Grand Prix in the latest Spanish Creative Club Awards, en-courages to rethink society’s consumer habits, and values timelessness and durabili-ty over the ephemeral of fast fashion. “Ropa Vieja portraits the designer fashion brand essence that we’ve been claiming for 44 year at Adolfo Dominguez: timeless creative that’s respectful with the environ-ment”, explains Tiziana Dominguez, brand’s Creative Director.

This professional campaign titled 'Old Clothes' was published in Spain in February, 2020. It was created for the brand: Adolfo Dominguez, by ad agency: China. This Integrated medium campaign is related to the Fashion industry and contains 7 media assets. It was submitted about 4 years ago.


Advertising Agency: CHINA, Madrid, Spain


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