Free Free x Riachuelo
Video Direction Louise Freshel
Using fashion as a medium, Free Free helps uplift women through the power of self-expression.
Free Free is a brand created to help women and girls liberate themselves from fear, guilt, and shame, to achieve physical, emotional, and financial freedom. I made a series of t-shirts that represent Free Free’s empowering spirit. These exclusive patterns were created in collaboration with Riachuelo, the third-biggest apparel department shop in Brazil, and sold online and in over 300 physical stores. The collection sold out and was featured in major Brazilian publications like Vogue, Glamour, Capricho, and Lillian Pacce.
Services Illustration, Textile Design, Social Media Content
Process
Yasmine Sterea, Free Free’s founder, had a clear and colorful vision.
She asked me to create a few designs: a pattern filled with empowering and eclectic stickers, a quote, a bright tie-dye look, and one with my personal illustration, “You are Perfect Now”. I hand-drew the quote and the stickers and colored them digitally, and created the tie-dye pattern from a series of brushes and splatters. The “You are Perfect Now” artwork was originally a small sketch - it went from a small corner in a sketchbook to shirts that are now spread all over Brazil. You never know where a drawing will take you.
Tees and Masks Collection
In 2020, a global pandemic changed our lives and affected the whole world.
Free Free x Riachuelo launched this pocket collection of matching masks and graphic tees with my illustrations to spread a message of hope and evoke small moments of joy amidst uncertain times.
Free Free partnered with Pantys to create a colorful swimwear collection for people on their periods.
Pantys is a Brazilian brand leading the market of leak-proof period underwear. The Free Free x Pantys swimwear collection helps people on their periods feel more protected while enjoying themselves in the water. The bright prints are modern staples on every cool summer wardrobe. I hand-drew the animal prints and created the tie-dye out of a series of different digital brushes. Period panties and swimwear are sustainable, reusable, and practical - made for every body.
Yasmine’s Book
Free Free’s founder Yasmine Sterea asked me to create a series of illustrations for her first book, Eu Decido Ser Eu.
Eu Decido Ser Eu (I Decide to Be Myself) is a guide for women to free themselves from the myth of perfection, reinvent themselves, and reach physical, emotional and financial freedom.
About the Author
Yasmine Sterea advocates for the freedom of girls and women.
In 2018 Yasmine founded Free Free after her daughter’s birth in honor of her mother’s memory. Before launching Free Free, Yasmine worked 11 years at Vogue as editor and creative director, and produced over 30 covers with names such as Rihanna, Gisele Bundchen, Naomi Campbell, Kim Kardashian between London, Brazil, and New York. Yasmine was named one of the entrepreneurs to follow by FORBES, won the Woman of the Year award by Glamour, and was nominated one of the 19 women of 2019 by UOL for her performance and social transformation through Free Free.
We are power. Perfect in our imperfections. Together we can change the world. None of us should be afraid, guilty or ashamed of being who we are. Achieve what you want. Be free. — Free Free
