Waterproof

Adolfo Domínguez launches a new campaign celebrating over fifty years of its own style and sustainable approach to fashion. Under the slogan “Sé más viejo” (Be Older), the brand highlights the creation of timeless, durable garments in contrast to fleeting trends and the pressure to constantly buy new clothes. The campaign uses waterproofness as a metaphor for resistance to disposable fashion, featuring UFC champion Ilia Topuria wearing the brand’s pieces soaked while a version of the song Resistiré plays. Iconic designs from the first collection are combined with the latest pieces, and vibrant colors and textures bring renewed energy to the brand’s communication. The campaign will appear digitally, outdoors, and in stores across 50 countries, reinforcing the “Sé más viejo” platform and encouraging a cultural shift in the way we approach fashion.