From 1945 to 2025 there is an 80-year journey that allows us to understand Spain that can also be done through fashion. This journey is what Cortefiel proposes in its new campaign, with which it celebrates its eight decades of dressing consumers in our country, but with which it also looks forward, positioning itself as a key agent in the industry and culture.
With “Everything to wear”, designed by the creative agency Havas Creative, the brand highlights its legacy and its role in the recent history of Spain. He does it with a historical fashion film, produced by Little Spain, which covers four major
moments in Cortefiel’s history: the 1940s, when it opened its first store; that of the 70s, which stood out for its color; or the growth of the 90s, with milestones such as the Barcelona Olympic Games or the Seville Universal Exhibition; and the current stage regarding which the brand says that it is “Everything to wear.”
From Cortefiel they point out in a statement that the campaign seeks not only to review its origins, but also to look towards the future, claiming that it has been dressing generations for 80 years and conveying that it has the energy to continue doing so. All of this is included in the claim, with which it wants to reinforce its commitment to innovation and adaptation to the social context.
The company highlights the rigorous art direction work carried out to bring each era to life through aesthetics, setting and costumes. As they transfer,
Garments have been collected from the Cortefiel archive, which provides greater authenticity to the advertisement.
“We are very proud of these eight decades and it is a responsibility to continue creating a legacy for the future. Celebrating Cortefiel’s anniversary is paying tribute to the history of Spanish society“, commented María Sañudo, Marketing Director of Cortefiel, in the statement.
Brand and agency say that the choice of Little Spain has been key to reflecting the vision and creative concept. They highlight the production company’s trajectory reinterpreting great icons of our country from a modern perspective. “Cortefiel is a brand that represents the history of our country, and Little Spain has managed to transfer all that history to contemporary codes so as not to see it in a nostalgic way, but as steps on a path towards the future that lies ahead of us.”explained Jesús Rasines, Chief Creative Officer of Havas Creative.
The campaign has media planning from Arena and will have different executions. It will be broadcast on the night of October 23 on “El Hormiguero”, and will be present on Atresmedia, Mediaset and Pulsa, as well as on Netflix, Movistar+ and Prime Video). It will also be activated on social networks and digital platforms and will have outdoor advertising graphics, which reinterpret iconic Cortefiel advertisements and will be located on Serrano Street in Madrid.
