Misci Spring/Summer 2026 Campaign
by Adriano Batista
Misci’s Summer 2026 campaign is a question brought to life. The brand continues to explore a compelling idea: who would Tieta, the iconic character from Jorge Amado’s work, be today?
This new visual chapter, under the creative direction of Airon Martin, moves the “Tieta” collection forward. It uses fashion to look at the ideas of territory and belonging in modern Brazil. The campaign finds its answer to the question in two very different Brazilian figures.
The first is Lais Ribeiro, a supermodel from Piauí. She brings a visual power to the role, channeling Tieta’s sensual and elegant force. The second is Seu Jorge, the musician. He brings an ethereal energy, connecting the campaign to music and oral storytelling.
The clothes themselves carry this mission. The collection includes pieces made of pirarucu leather and double-faced fabrics, showing the brand’s commitment to materials. Prints by artists Elian Almeida and Gabriel Azevedo, drawn from ancestral references, add depth to the narrative.
Take a look at the campaign images below:
CREDITS
Creative Direction: Airon Martin
Photography and Film Direction: Hick Duarte
Art Direction and Set Design: Nídia Aranha
Art Direction Assistants: Victor Esteve and Ana Medina
Styling: Renata Corrêa
Styling Assistant: Emanuel Amaral
Beauty: Cris Biato
Cast: Lais Ribeiro (JOY), Seu Jorge (JOY iD), Fina Cadjancu, Liya Santos, Sofia Gama,
Alejandro Costa, and Akin
Executive Production: Misci Team
Art and Object Production: Thayná Carvalho
Press Relations: MktMix
PUMA x RIPNDIP x LORD NERMAL
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