Black Madre’s ‘Blooming Collection’ Artwork Inspires Runway Fashion Show for Ypê

Created by the agency DPZ, these beautiful bouquets - designed, illustrated and animated by Brazilian design studio Black Madre - blossom off the page. Aiming to reposition Brazil’s cleaning product brand Ypê in the premium product category, the ‘Blooming Collection’ campaign accentuates the strength and long-lasting fragrance of Ypê’s laundry detergent through a colourful arrangement of sheer flower power.

Black Madre’s main responsibility was to create a comprehensive concept that could be easily adapted to key visuals, film, platforms and other visual experiences. All the material developed - including animations and illustrations of a kaleidoscopic array of flora - focused on highlighting the long-lasting perfuming power that Ypê’s products offered to clothing.

“This challenge inspired us to begin extensive research into flowers and how to represent them in an aesthetically appealing way,” said André Maciel, founder and creative director at Black Madre Studios. “From this research, we were able to translate the idea of visually materialising the flowering that emerged from the surface of the clothes.”

Black Madre’s design team depicted the scent of blooming flowers in a vibrant, visual way - illustrating the bouquets as articles of clothing comprised of the plantlife. This led to such impactful results that the idea then went on to serve as the conceptual basis for Ypê’s runway show at São Paulo Fashion Week (SPFW) - the biggest annual fashion event in Brazil. 

“In its first appearance on this prestigious stage, the Ypê brand stood out as the protagonist, capturing the attention of the public and critics alike,” added André. See the SPFW video below.