Misci Unveils "Tieta" Campaign, Starring Lais Ribeiro and Seu Jorge

Summary

• Jorge Amado casts two Brazilian icons to star in the campaign.
• The collection highlights the brand’s sustainable premise.

Following its runway debut in April, Misci has officially unveiled the campaign for its “Tieta” collection. In a new visual and conceptual chapter, the brand elevates the creative power of Jorge Amado, the acclaimed Brazilian author whose works celebrate Bahian culture, by casting two key Brazilian figures: supermodel Lais Ribeiro, a global fashion reference, and artist Seu Jorge, whose trajectory synthesizes the complexity and musicality of Brazil’s multiple identities.

Lais Ribeiro embodies the sensual, spiritual, and elegant strength of Tieta, showcasing the brand’s new “Pelle Verde” line, a sustainable innovation developed in collaboration with beLEAF™. Meanwhile, Seu Jorge infuses the campaign with the ethereal energy of music, oral narratives, and the rich cultural heritage that is intrinsic to Misci’s story.

Conceived as a visual manifesto, the campaign translates the runway’s message: Tieta as a mirror for communities that resist, for women who return to their roots with autonomy, and for bodies that embrace their full identity. The collection, which features pieces made from pirarucu leather and double-faced fabrics developed with Innovativ Tecidos, highlights the brand’s sustainable premise.

Prints by artists Elian Almeida and Gabriel Azevedo also amplify the collection’s narrative with ancestral references, serving as a striking backdrop to Nídia Aranha’s artistic direction. This launch marks a new, more plural cycle for Misci, celebrating its five-year commercial trajectory while expanding the boundaries of Brazilian representation on the international stage.

The collection is available now in-store and online via Misci’s.