Words by Emma Connell
March 18th, 2016
Since the launch of Parfois in 1994 by Manuela Madeiros, it’s safe to say the women’s fashion accessory brand has become a global sensation with a major international presence, having more than 280 stores worldwide, including four stand alone outlets in Dublin. Stocking a plethora of unique and on trend fashion accessories and merchandise at affordable prices, it’s no wonder they are having roaring success.
The new ‘On the Road’ campaign has landed and it is driving us to crave a road trip into the sunset. The campaign itself, which was captured on the picturesque landscape of the Teide Volcano on the island of Tenerife, tells the tail of an independent woman who plans her path without looking back, not dwelling too much on the past. She travels behind the wheel of a vintage car, on a road that crosses a serene desert landscape, unique and intriguing, deciding where she was going, showing a real sense of strength and freedom.
Parfois invests in a brand that portrays a women on the go, describing several personalities, in an interesting and intimate perspective, all in which unveil an aura of independence and self assurance , she above all has a realness about her.
The images display the products’ versatility, showing four different paths as if they were four trips. The paths are intended to engage all types of women. The first being romantic, floral and girly; the second is urban and young; the third, modern and sophisticated and the fourth, ethnic, folk and tribal revealing some of the main SS16 trends.
In a journey that has no end, the brand transports you through different places, unveiling a strong woman who can be who she wants without the cares of having to assert herself. She is completely at peace with being a unique individual.
You can view the campaign and shop our pick of the new season arrivals below.
Parfois Spring/Summer 16 Campaign
Shop ‘on the road’ key trend pieces below.
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