Panamericana is one of the top art schools in Brazil, but many people still don’t know it also offers a fashion course. In order to make that information clear, we created an action to invite the general public to look for fashion where they never thought they could find it: within works of art. With that, we created more than just an ad; we created a project that demonstrates that it’s possible to understand fashion through art. The project also included art installations that were showcased on shop windows of for-rent properties at a neighborhood that’s famous for its fashion.

Our work was developed in different stages. To start, we picked three historical works of art. Next, we identified the garments that were worn in these paintings and, through research, found additional garments which are not visible in the paintings to complete the full outfit. After that, we looked for specific fabric and materials corresponding to the periods portrayed in each painting. In parallel, we reproduced the landscape backdrop without the main subjects and filled in the blanks. We recreated even the frames that these works have in their respective museums. With all the elements ready, we produced 3D versions of the works, with the garments on hangers. We took advantage of vacant places that are naturally associated with fashion: window shops of for-rent properties at a São Paulo neighborhood that’s famous for its fashion. Inside the shops, we set up art gallery-like environments, reinforcing the combination of fashion and art.

The number of students enrolled for the fashion course at Panamericana grew by 30% when compared to the previous year. On top of that, the action brought considerable attention and comments on social networks and earned media. The name of the school was associated with innovation, creativity and, of course, the world of fashion.