To wear this you have to take something off.
Mexico is known worldwide for celebrating macho culture. Unfortunately, this is more than fiction. With this campaign, Baron® makes us ask ourselves if we can get rid of those sexist prejudices and sexist stereotypes to be who we want to be, free to express ourselves and dress as we want. It shows us that there are other models of masculinity and other ways to build our identities, far from stereotypes and closer to what we feel we are.
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My role:
This is a personal project in colaboration with The Juju Mexico.
Special Thanks to Humberto Polar, Giovanni Rozo, Xareli Hernández, Jomi García.
Production Company: CENTRAL Films.
Director: Emilio Pichardo. -
✹El Ojo de Iberoamérica.
Silver Print 2023
✹Mexican Creative Circle.
Silver Glass 2023
Silver Audiovisual 2022
Silver Media 2023
Bronze Print 2023
Skirts
or Pants?
On October 13, 1927, EL UNIVERSAL, one of Mexico’s most important newspapers, published the controversial article Skirts or Pants?, in which it discussed what clothes women should wear, roundly rejecting the use of pants with derogatory comments. 95 years later, fashion has changed.
Prejudices have not.
Baron®, the first brand of men's skirts in Mexico, rewrote this same article in the same newspaper, exchanging the 1927 quotes for social media comments regarding our brand in 2022, which expressed hatred and disapproval towards men who wear skirts.