Sergio K. Acid Summer 2014

A behind the scenes look at the new Sergio K. ad campaign featuring model Andrés Velencoso photographed by Terry Richardson in New York.


First Look: Andrés Velencoso
By Terry Richardson For Sergio K.


After booking heavy hitters such as Marlon Teixeira, Tony Ward, Jon Kortajarena, and Sean O’Pry, designer Sergio K. tapped Spanish model Andrés Velencoso for the his new spring/summer ad campaign. The campaign was photographed by Terry Richardson at his old studio in New York, making this his ninth consecutive season working with the label. Art direction is by Marcelo Sebá. View more images after the break.


First Look:
Sérgio K. F/W 2013 By Terry Richardson


Menswear label Sérgio K.’s most provocative ad campaign to date doesn’t feature actors or top international male models. Instead of some of the world’s hottest guys shot for past seasons, the new campaign photographed by long time collaborator Terry Richardson features a cover of Michael Jackson and seven dwarfs in jeans and t-shirts by the Brazilian label.

Controversy is the core of Sérgio K.’s image, and according to creative director Marcelo Sebá, this season’s campaign was designed to make us question the marketing formula used by the vast majority of fashion labels in the country in their ad campaigns nowadays: the association with a celebrity that in most cases has nothing to do with the brand in order to generate media buzz. As a result, there are dozens of basically identical campaigns featuring artists that have no relation to the brand they are representing, hired exclusively for press purposes. Whether or not you get the meaning of the campaign from the ads shot by Richardson, its questioning comes at an important time in Brazilian fashion: with so many international labels and mass retailers establishing presence in the country recently, when are national labels finally going to realize that they need to stop spending massive amounts of money hiring random celebrities to push sales and instead invest that money in actual design value and brand identity? It is about time they start caring about it.


First Look:
Pablo Morais For Sergio K.


Pictures of actor Pablo Morais for Sergio K.’s new lookbook, photographed by Marcelo Donatelli. View more after the break.


Made In Brazil’s Best
(And Worst) Of 2012

It is that time of the year again. View Made In Brazil’s list of the best (and the worst) ad campaigns, covers, models, and newcomers of 2012 after the break.