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From fashion to art


The year Parfois celebrates its 25th anniversary and opens its 1000th store, we were challenged to develop a differentiating experience for the brand. An experience with art as inspiration and the FW’19 “Here” Collection as one of the central moments. The target was already set: influencers and national and international press.


Parfois Here & Now stemmed from the desire to make a short-lived event that would exist in a certain space and time, and that would somehow provoke a sense of FOMO. This event reflects the phase that Parfois is undergoing: a moment of great proximity to its community, seeking to provide immersive and exclusive experiences.
Conceptually, the idea was simple:to bring together fashion, art, music, and cinemain the same space, positioning the brand as a content curator, reflecting the vision of the Parfois Woman who inspires and displays her unique lifestyle. As the central point of the whole experience, the new collection is presented in a conceptual re-interpretation of the landscapes of Scotland.

*Fear Of Missing Out

For two days Galeria Nuno Centeno hosted Parfois Here & Now. The first day – exclusive to influencers and press – featured the presentation of the collection, an exhibition of six artists from six different countries, an interactive installation, and a concert by Spanish artist Marem Ladson, which ended with a country-style dinner.


The second day – open to the whole community – had a packed program: the screening of the documentary “Westwood: Punk, Icon, Activism”, the talk “The future consumer 2021”, and a performance by Portuguese artist Sequin. Apart from all these experiences, the community had access to the See Now Buy Now collection where they could buy and order exclusive items from this new line. The two days of the event were hosted by Sofia Moser Leitão and featured a DJ Set..


24th October

  • 10 countries
  • 24 Jornalists
  • 22 Influencers
  • 424 Stories, 42 Posts
  • 10 articles in national and international media

25th October

  • 450 visits
  • Visit from 6 local micro-influencers
  • More than 33 stories

More than 10.9 m people reached

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