Ru launches the first stack of its new collection, Anthem Synthesis.

The Brazilian brand Ru has just presented the first stack of pieces from its new summer collection, Anthem Synthesis.

Inspired by the subculture and the universe present in the London Rave Youth of the 90s, the pieces transpose the brand's attitude into a new urban context. Creatively, the collection was developed in a context where modern counterculture is present in the brand's experience, as well as the very lifestyle that the brand seeks to communicate with originality. According to the creative director, Mateus Bonini, "the day to day of Ru, the outings, and the experiences have become part of the creative process of this collection."

The new delivery is made from accessories and clothing items, with shirts and t-shirts that, through Lo Fi graphics and a dualistic color palette composed of white, black, and red, manage to translate the references and experiences of Ru.

The first stack was the brand's first major launch this year. The pre-launch occurred in December when the accessories were presented and sold in pairs, with an editorial shot by photographer Christian Azevedo. For Mateus, "the first stack is a segmentation of the preview", giving an idea of continuity and sequence in the brand's deliveries.

In the new editorial, the conceptualization of the photos was done together with the models and the photographer, Juliana Colinas. "We wanted this collection to be very sensory, which is why there is a focus on touch from the models," says Mateus Bonini.

The collection is already available for sale on the brand's official website at  www.ru-brand.com.br.
The forecast for the launch of the second stack is at the end of February. Ru wants to continue deconstructing and differentiating itself through originality and creative quality. "We want to open our own store, but it may take a while. In the meantime, we want to continue our work with all this care," he said.
Check out below the photos from the editorial for Anthem Synthesis and the making off, filmed and edited by André Iosolini and Lucas Mattara.

Technical Sheet
Photography: Juliana Colinas
Beauty: Mika Safro
Models: Lissa Hamada, Gabriel Mariz, and Rannieri Silva
Styling: Igor Morozini and Mateus Bonini
Creative Direction: Mateus Bonini

[vimeo 252936468 w=640 h=468]
making of - ru from andré iosolini on Vimeo.