:quality(75)/cloudfront-us-east-1.images.arcpublishing.com/elcomercio/PRDPVVQDNFDG3MF5CYLBG7XB2E.png "Promoting Peruvian Beauty: Celebrating Diversity in the Modeling Industry")
The modeling industry and advertising it has always been associated, at least in Peru, with characters with a European appearance, far from what we Peruvians are, a mixture of Spaniards, natives, Arabs and Africans.
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For this reason, a campaign called ‘Arriba Peruanas, just the way we are’ has been designed, which seeks to celebrate our Peruvian beauty, heritage and identity. “It’s an attempt to break away from the traditional paradigms generally used in advertising and the fashion industry, as we believe that beauty is actually very diverse. Our country stands out in diversity, and showing its beauty is something fabulous”, said Silvana Musante, central marketing manager at Falabella Peru.
According to him, the initiative is part of the great platform ‘Arriba Mujeres’, whose mission is to promote a culture without biases and which the company has been using consistently for some time.
NATIONAL CASTING
“That is why we did a nationwide casting, to show the beauty of our country and it was important that all Peruvians who wish to be part have an opportunity to participate. We launched it in person at our stores in Cusco, Arequipa, Iquitos and Lima, and online for the rest of Peru”, she indicated.
“It is an attempt to break away from the traditional paradigms generally used in advertising and the fashion industry,” said Silvana Musante, central marketing manager.
As he said, there was a great call. Nearly 1800 women had the experience of participating. Among them, 10 fabulous women were selected, who have truly inspiring stories and represent the Saga Falabella brand.
“Our protagonists were chosen because they represent our Peruvian beauty, they are proud of who they are, and they have a beautiful story to tell, as well as a great attitude. They feel very much in line with Falabella’s values and are enthusiastic about the ‘Arriba mujeres’ initiative”, expressed Musante.
The manager thanked everyone who participated in the casting. “We are happy with the incredible response we got. We will definitely continue working on campaigns framed in this line. We invite you to extend this goal together and celebrate the beauty of Peruvian women in all their diversity, because there is the most fabulous of our country”.
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2023-08-19 13:21:40
#Peruvian #faces #replace #stereotypes #department #store
