UO CELEBRATES HISPANIC HERITAGE
Sophia had the honor of Co-Creative Directing and Casting this authentically and beautifully told Latinx story for Urban Outfitters Hispanic Heritage Month with partner Joey Perez.
IT’S ALL IN THE DETAILS MI GENTE!
Sophia and Joey ensured that this entire production had Latinx roots - The clothing collection itself comprised of exclusive collections designed by 8 Latinx/e creatives across the fashion, art, music, and culinary spaces. With designs from Chef Paola Velez, Rebecca Maria, Peralta Project, Porto’s Bakery & Cafe, Hermanos Koumori, Pangea Sound, Guava LA and Bueno, Urban Outfitters aims to authentically reflect the beauty and complexity of the Hispanic experience. Every single person who made this collection come to life was proudly Latino (Directors, photographer, models, hair and makeup artist, stylists…y todo!)
The designed campaign assets were additionally influenced by the brightness and energy of Hispanic culture, visualized through a warm color gradient representing unity amongst its diverse community. The type treatment is inspired by the large, bold lettering seen in street posters and signage across Latin America and the chosen typeface "Versus" by Latinotype was created by a Latin-owned type foundry. All campaign copy will additionally be available in Spanish, furthering UO’s commitment to connecting with its diverse customer base.
