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Brazilian and anti-racist projects are recognized at Cannes Lions 2024
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Brazil is beyond the limits established on the map, this is because two Brazilian projects were present at Cannes Lions in 2024, “Respeita Meu Capelo” and the anti-racist scholarship. It is worth mentioning that the great creativity festival, which takes place on the French Riviera, began on June 17th and ended last Friday (21st).

Respect My Capelo

Receiving the Silver Lion at the ceremony and bronze in the Brand Exp & Activation category, the Respeita Meu Capelo project, a pun for Respect My Capelo, created by Vult and also counting on the participation of Gucci and Dendezeiro, (a brand headed by Hisan Silva and Pedro Batalha) was developed to provide greater inclusion to the hair.

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Hisan Silva, creative director at Dendezeiro, stated that the project arrived in their hands last year in an exciting way: “(…) If the mortarboard has existed for so long in universities, and is an item of clothing that does not fit everyone, it is because that space was not designed for everyone..”, said.

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With this in mind, with greater accessibility in mind, models with a fork comb (a mark of the anti-racist fight and an important element of Afro hair) were developed, covering both curly hair and those who wear turbans, as well as curly hair. After all, many people find it difficult or do not feel comfortable precisely because they do not value their hairstyle, with the need to reduce volume through hair straightening or even the help of a tiara to secure it to the head.



Antiracist Scholarship

Developed for Universidade Zumbi dos Palmares and created by the Gray agency, the bag received a Silver Lion in the Luxury & Lifestyle debut category. With Felipe Borges and Naya Violeta as those responsible for the design, the bag serves as a way to fight against prejudice.

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Publicist George Benson, who was part of the scholarship's development, explained the objective behind the initiative. As a way of protecting black people who are often humiliated in establishments and taken as suspects just because of their color, he explained: “TheBlack people, especially women, are humiliated in stores daily, having to open their bags, being searched under accusations of theft, often false”. Therefore, when opening it, it is immediately possible to view the text and QR CODE with law 14.532/2023, which describes the period of 2 to 5 years in prison and also a fine for the crime of racism.

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Anti-racist bag (Photo: reproduction/Vogue)


Fashion becoming a space for discussion on important topics in society, such as anti-racism, means that many people's vision can be expanded. Therefore, the environment becomes not only a place that represents and is marked by style, but a place of expression and claiming rights.

Featured photo: Model holds anti-racist bag (Reproduction/Vogue)

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Brazilian and anti-racist projects are recognized at Cannes Lions 2024

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Brazilian and anti-racist projects are recognized at Cannes Lions 2024

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