The Cria project for Riachuelo brought together five young fashion talents from Brazil’s urban peripheries in an inspiring competition. Together, they developed an authentic collection that reflected their realities and lived experiences. I had the honor of being directly involved in the art direction, ensuring that every detail translated the essence and vision of these designers. I also closely followed the shooting process, working alongside photographer Rodrigo Ladeira and an exceptional production team to capture the message they wanted to convey. Beyond the creative and production work, I contributed to the 360° social media strategy, helping bring the collection and its purpose to a broad audience while celebrating the cultural diversity of Brazil’s peripheries.