In the new SS 2021 season, befree again speaks of the unique beauty and unconditional value of each person. This time, the central theme was the importance of self-acceptance and disclosure of their individual characteristics.

The heroes of the advertising campaign were ordinary young guys from different regions of Russia. For several seasons, befree has been striving to be represented by real people, inviting professional models, but progressive creative youth to participate in the filming. Each of the guys who starred in the new campaign are sympathetic to the brand as a person. They, in turn, are close to the values ​​of befree.

Along with hilarious portrait shots, befree presents a video that depicts a massive dance of heroes in slow motion. And to classical music! The heroes move freely and uninhibitedly each in their own rhythm, exchanging positive energy and enthusiasm. Music is a universal language that allows a wide variety of people to communicate without words, go beyond their usual roles and just be themselves.

Another important part of the campaign was a series of interviews with its heroes. In short video clips filmed, young people openly discuss topics that are close to them personally and are close to everyone. How to live when you don't fit into the standards? How to respond to the assessments of others? How to come to unconditional acceptance of your own characteristics? At the heart of the campaign concept is tactility.

befree asked the guys, who did not know each other before this shoot, to touch or kiss each other. The result was a series of photos with spontaneous touches: for some, they turned out to be gentle and slightly awkward, for others, passionate and provocative.

Inspiration and details of the new collection: current tie-dye and eco-leather, crop tops and naked body sensation, a utilitarian trend for work uniforms. At the same time, the sleeves are lanterns, bright and floral prints, simplicity and naturalness in everything. Regardless of preferences and lifestyle, in the new collection everyone will be able to find "the same" image suitable for themselves.

Hurry to watch the new advertising campaign!

And the new collection is already waiting for you in befree stores!