Chilean clothing brand focused on sustainable production and commerce. Launched in 2013 by three best friends, the brand keeps evolving each year. Not only expanding their product range, but also reaching to the furthest regions of Chile. During my period in Froens we got to launch several collections, campaigns, alliances and open new stores.. all among the Covid pandemic and Chile's rigorous restrictions.
​
It was a challenge for sure in 2021, but as the manager and art director of our marketing team, we made sure that each collection was portrayed in the most Froens way possible. Going on unforgettable adventures from the Atacama Desert to the cold Southern Patagonia.
Stay Froens. Stay Classic.
Winter 2022
RITUALS: Travelling South
The narrative for this collection aimed to capture the purest form of Chile's nature - adventurous, fun, cold, rainy and definitely salty. Bringing us back to our core memories, the collection serves as a nostalgic reminder of our favorite rituals; a steaming hot coffee in the morning, a mesmerizing book in the afternoon and maybe even a surf session in our freezing ocean. Everyone has their unique traditions, so this campaign was an invitation to bring back memories and and have new experiences that would result in your favorite Winter Rituals.
​
Late Winter 2021
Coastal Winter
Restrictions were easing up, regional borders were starting to open, and with our mobility passes in check, we made the decision to emerge from lockdown and head to our favorite place—the one that made us feel alive and youthful: the beloved Chilean coast. We experienced incredible days at the beach in the heart of winter, with chilly, foggy mornings, excellent waves, beach tennis, fishing, and the best part of all: spending quality time with our friends outdoors.
​
This is precisely what we aimed to capture with this collection: the ever-changing Chilean weather and the endless opportunities it offers for adventure and fun.
​
Summer 2022
OASIS
This collection was born from a trip we took to Northern Chile, where on a rainy day, we decided to venture into the desert and see what we would find. Driving through the aridity of the Atacama, we came across a ravine through which a river flowed, surrounded by vegetation. Naturally, we approached to investigate and descended towards the water.
That day was fun, adventurous and the most special during our trip because of its unique and surprising landscape. It was an unexplored place; green, refreshing and pristine, which reflected everything we sought with this new summer collection, therefore renaming it Oasis.
​