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Six rooms, six characters, six different perspectives.
Each one represents a personality, a color, a way of seeing life.
Six naked bodies dressed only with the glasses that best express their true identity.
With this game of words -Etnia Barcelona I Wear- the brand names the campaign that presents the fall/winter 2024 collection. Etnia Barcelona undresses the most superficial part of each individual, the body, to dress the deepest part: the personality.
A nudity that does not seek to be an act of provocation, but a powerful representation of human essence. Each gaze is unique; the reflection of authenticity, a sign of identity.
At Etnia Barcelona, we believe that true essence lies in the genuineness of each individual and in the courage to show it to the world. That is why the I WEAR campaign challenges us to express ourselves freely and to claim our own way of seeing life.
Matthieu
His commitment to art and to the museum he directs is infinite. He has tireless energy, leaving home early in the morning to enjoy the stillness of the empty museum, touring the different rooms and contemplating the various works. A mixture of obsession and enthusiasm.
Meetings with curators, artists, calls, sponsors, emails and exhibition organization are the protagonists of his daily routine. His frenetic pace is usual, but his passion for art is inexhaustible.
For Matthieu, art has become a refuge, a moment of peace and absolute beauty that makes him reconnect with his deepest part and break with his dizzying routine. Each work tells a story, it is the testimony of an identity, a portal to another reality. And Matthieu's story is that of a life dedicated to the preservation of the artistic legacy.
MANGLAR BL
Sophie
Her life revolves around the audiovisual world and the underground scene. She spends her free time discovering new films and documentaries that are not usually commercialized.
She frequents independent film festivals, where she enjoys watching and discussing the works of emerging filmmakers. She is also a regular at contemporary art exhibitions and performance art events, where she is inspired by the innovation and experimentation of artists who challenge conventional norms.
She has an impressive collection of analog and digital cameras, and loves to experiment with different filming and editing techniques in her spare time.
Sophie lives and experiences the world in her own way. Her life is dedicated to the exploration and celebration of all that is different, innovative and authentic.
AZEEZA BLZE
Paul
His passion for culture is reflected in every aspect of his life. His apartment filled with bookshelves crammed with books ranging from classic literature to the latest sociopolitical essays.
His favorite author? Haruki Murakami, although he is always open to discovering new literary voices in the independent bookstores he frequents every week.
Paul spends an hour every morning reading. He prefers print editions. He likes to stay informed, especially about cultural, political and social issues. He also follows magazines specializing in architecture, art and cinema.
For Paul, culture is not only a source of entertainment, but a way of life and a way of understanding and relating to the world.
CESC OGBK
Valentina
Architect by training, interior designer by profession. Her presence reflects elegance, design sensibility and determination. Her look transmits curiosity and creativity.
Meticulous in her work, she has an exceptional eye for detail. Her ability to visualize spaces and transform them into functional and aesthetically rich environments has made her a great professional.
She lives in the center of the city, in an apartment she designed herself. You will always find her immersed in sketches, plans and industry magazines that feed her inspiration.
For Valentina, the design of each space is a unique opportunity to tell a story, an art that can improve the lives of the people who inhabit it.
BEB BKZE
Emily
Passionate, vibrant and eccentric, always looking for new forms of expression through fashion. She has a style that exudes creativity and originality, she wears unique pieces that she has designed herself, combining textures and colors in unexpected ways that reflect her most artistic vision.
Her studio is her apartment. Always full of fabrics of all colors and textures, sketches and mannequins with designs in progress. A studio that is a reflection of her essence: an organized chaos where every element makes sense.
She loves to play with different materials, from delicate silks to recycled fabrics, creating unique pieces that transcend conventional fashion and become artistic pieces.
Emily understands fashion as an art form and a powerful tool to explore her identity and express it to the world.
IZZI BXGY
Thomas
His intense love for music is palpable. An apartment full of instruments, vinyls, concert posters and recording equipment. Although cluttered, there is a certain charm in this chaos, as if each object tells a story of his journey through the world of music.
When he's not playing with his band, he enjoys discovering new and emerging talent, which he is always willing to support.
Thomas has always shown an innate talent for music, he learned to play the bass guitar at a young age and since then, music has become part of his life.
His messy lifestyle is part of his identity and his vision reflects his commitment and love for musical exploration.
PECOS GROG
