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PatBo: New York Fashion Week PatBo: New York Fashion Week PatBo: New York Fashion Week PatBo: New York Fashion Week

Global strategy and creative.
Visual identity.

New York
PatBo: New York Fashion Week

Creating a runway concept for PatBO’s SS24 show at NYFW.

Leading up to one of the most prestigious events in the fashion calendar, Brazilian haute couture brand, PatBO, needed a creative runway strategy that would turn heads and ignite attention. On the cusp of releasing their Spring/Summer 2024 collection, MG Empower was brought in to tap into the brand’s unique roots and deliver a concept that would unravel a narrative steeped in Brazil’s vibrant history of artistry. Scroll to see how we did just that.


Create a strategic and compelling runway concept that pays homage to PatBo’s Brazilian roots.

Before the curtain rose, we faced a unique challenge: to infuse PatBO’s SS24 collection with the indomitable spirit of Tropicália. This movement, born in the early ’70s, was a cultural explosion that transformed Brazil’s artistic landscape. Our task was to seamlessly weave this revolutionary energy into the fabric of their runway show at NYFW.

Translate the spirit of Tropicália onto the runway.

We delved into the collection’s ’70s inspiration and the artistry of Brazilian embroidery, seeking to unearth the essence of Brazilian history. Our research unveiled the dynamic narrative of Tropicália—a movement that boldly challenged conventions and celebrated the core of Brazilian creativity. This narrative seamlessly echoed through the collection’s style, adorned with lace, feathers, and meticulously hand-beaded details, encapsulating the spirit of this iconic era.







In close collaboration with the PatBO team, we meticulously honed every detail. From crafting bespoke typography for save-the-dates to conceptualizing the runway’s visual narrative, each element bore the unmistakable imprint of Tropicália’s vibrant legacy. This harmonious blend of heritage and contemporary vision formed the cornerstone of our narrative.


A seamless, impactful runway look that ignited conversations in the fashion world.

Engagement levels surpassed those of previous NYFW showcases, igniting conversations among key influencers. The Tropicália-inspired SS24 collection not only paid homage to a transformative era but also catapulted PatBO into the NYFW spotlight. The revival of Tropicália’s spirit, seamlessly interwoven with PatBO’s authentic Brazilian narrative, created the perfect impactful moment the brand was looking for.

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