Amaia provides the voice for Pull&Bear’s latest campaign celebrating Camarón

A design that reinterprets the legacy of the legend.

Far from being a literal tribute, Pull&Bear has chosen to create an aesthetic interpretation of an attitude, and to this end has enlisted Amaia as a bridge between past and present. The campaign is directed by Didi Domenech and sets its narrative in San Fernando, the place where it all began for Camarón. A setting steeped in symbolism that grounds the project in reality whilst projecting it towards new visual interpretations. To conclude, the fashion film features a reinterpretation of ‘Volando Voy’ sung by the Navarran artist, created specifically for this piece.

The collection draws directly on the energy of the 1970s – that blend of intuition, street culture and art that found its own identity in Spain through ‘quinqui’ cinema and unique figures such as the flamenco singer. And it is precisely from this point that Pull&Bear builds this new story.

The silhouettes recapture that free and expressive body language, translating it into flared trousers, fitted cuts and leather jackets that evoke movement and attitude. The T-shirts feature graphics, photographs and Camarón’s original calligraphy. All presented in a palette of neutral tones, accented with warm details to heighten the emotional impact of the collection.

Visit the Pull&Bear website to find out all the details.