Brazilian fashion brand Youcom thinks entrepreneurs are cooler than models for AW 16
By WGSN Insider

Using young entrepreneurs instead of models on its latest campaign, this Brazilian brand proves that it knows how to connect with its millennial consumers, reports WGSN correspondent Mel Meira

Apr 06, 2016

6 photos

Young entrepreneurs, vibrant downtown São Paulo and a strong digital strategy: these are the elements that make “E se for só o começo”, Youcom’s latest campaign, a success!

With only three years in the market, Youcom, this young fashion brand from Brazil, already has 38 stores all over the country and an e-commerce platform tailor made for teens that are thirsty for the latest trends.

Here are the three facts you need to know about the brand’s exciting and forward-thinking AW 16 campaign:

Young entrepreneurs are the new role models: “We want to show that we are a real brand, essentially young and be perceived that way. We strongly believe in empathy, so we put our target as the protagonist of all our actions and decisions, because of that the concept of this campaign came in a natural way. We decided to search for young Brazilian entrepreneurs to show their inspiring stories and especially their real beginnings. For us, as these young people, Youcom is also just beginning. Full of doubts and questions, and that’s what makes us evolve and leave the comfort zone all the time. If we are only at the beginning, great, because it means that we still have a long way ahead”, says Joice Trindade, Youcom Head of Marketing. The six entrepreneurs that the brand teamed up this season are:

Luana Nascimento, founder of Dresscoração



Giovanna Nader, founder of Projeto Gaveta



Arthur Blaj, co-founder of LIVO Eyewear

wgsn_brazil-campaign-Arthur Blaj-3


Lucas Neumann, founder of Mapa Daqui

wgsn_brazil-campaign-Lucas Neumann

David Carneiro, founder of the carnival block party “Primavera, te Amo”


Rita Wu, architect, designer and researcher.

WGSN-brazil-campaign-Rita Wu

Standout social media: Nowadays it’s impossible to create a campaign without thinking of exclusive content for Facebook, Instagram and Snapchat. Trindade says that the brand “thought about all the digital aspects when choosing the entrepreneurs, but this was not the main objective. We wanted real stories, not only the number of followers on their networks. We wanted to put them as protagonists of our brand and for them to see Youcom as a means for them to express themselves. This is the main objective of Youcom – to be a platform of expression for all young people, our channels are theirs.”

Location is everything: the campaign was photographed in the heart of downtown São Paulo, this choice was made because “like Youcom, São Paulo is an extremely plural and democratic city. Downtown is a place that reinvents itself all the time and represents different types of the public. São Paulo is a city that is always questioning”, concludes Trindade.

Youcom even created a special host site to unveil the entire campaign, check it out here.

CAMPAIGNS, EXPLAINED: The looks, the themes, how they’re created and why. Our team of market intelligence experts analyse every detail, every season. Sound good? Join WGSN



Brazilian fashion brand Youcom thinks entrepreneurs are cooler than models for AW 16

Please enter a valid name
Please enter a valid name
Please enter a valid email address
Please enter a valid email address
Please enter a valid website
Please enter a valid website
Add a comment...
Please enter a valid comment

Related stories

7 photos
How My Little Pony is winning in the kids licensing arena right now

9 photos
Where to go during Tokyo Fashion Week

Victoria Beckham to launch spring line for Target

1 photo
V&A Museum x House of Holland collaborate on catwalk show

8 photos
Lucky brand and Ornamental Conifer create must-have denim and leather jackets