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No limits


After a successful launch at the previous event, the upcoming SS18 season has brought along a new event from Parfois .For the Undefined is my definition collection, the goals were even more ambitious, partly because of the brand’s debut in the Chinese market. Not only did we plan a day full of experiences for three different groups, but we also had to do it in a location never before used for Parfois events.


For this event, we wanted to elevate women’s self-expression and their different facets, emphasizing how they are blended into every moment of their day. More than having a defined identity, the Parfois woman rejects labels and stereotypes and embraces the different ways of existing, without prejudices. Carrying on the message of the collection, which conveyed the idea that every woman can express herself creatively, and can be the person she wants to be, arose the concept #notag.


The first step to creating a paradigm shift was the choice of location: the island of Sao Miguel, in the Azores. The main venue of the event was the contemporary arts center Arquipélago. In the basement, the different groups attended the collection presentation, spread over several sections, and displayed as in a museum. In each room, the collection’s inspirations were portrayed in the form of different artistic acts and served as a guide for the decoration of the space. The bloggers were able to engage in activities such as Sand Writing, Marble Painting, a Calligraphy workshop, and Light Writing photos, all under the instruction of local visual artists.


A surprise was in store for lunch. A pineapple greenhouse was the background for a unique gastronomic experience: a picnic inspired by local flavors. Then, the bloggers were driven around in a BIG truck, which took them to the different corners of the island, in an afternoon full of beautiful landscapes and photo stops.
At the end of the day, we wrapped up the event with a special dinner that brought the bloggers and the Parfois team together in a cozy atmosphere set up on the first floor, turning the large venue into an intimate setting.

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  • 40,000 views on Weibo

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