YALEA “HERE I AM”

Yalea, the De Rigo Group house brand, unveils the new Fall/Winter ‘22 campaign, which stars Cindy Crawford alongside Spanish model Ariadne Artiles. Two internationally-renowned ambassadors - differing in age and style - but both expressions of harmony between exterior and interior beauty. Two women committed to promoting a conscious, independent and attentive take on femininity, in keeping with the values that characterise Yalea.

Shot by Chilean-born photographer and director Nino Muñoz in a villa in Los Angeles, the campaign portrays two successful, natural and independent women wearing the brand’s new eyewear proposals, in a balance between ethics and aesthetics, public and private, fashion and naturalness. A series of images that encapsulate the spirit, mood and soul of Yalea by way of individual or paired close-ups, where the ambassadors spontaneously display their unostentatious audacity and emanate a sense of pride that accompanies their natural femininity.

“Here I Am” is the campaign claim, expressing the strength of awareness, pride and boldness of the protagonists and - by osmosis - all Yalea women. “Here I Am, with every piece of myself and my very deepest essence”. But also “I am here, I am there for others and I have empathy for human rights issues and matters of female empowerment”, values that are important to Yalea.

The brand has in fact made supporting projects that encourage the growth, affirmation and independence of women the world over, an integral part of its own identity, and has chosen to reiterate this commitment with a new communications campaign.

The advertising campaign can be viewed at yaleaeyewear.com and across the brand’s social media channels, in addition to all the various global points of sale.