In 2018, Ipanema teamed up with pop star Anitta to launch “Livre dos Pés à Cabeça,” a powerful anthem celebrating freedom, confidence, and self-expression. It was the kickoff of a bold new phase for the Always New collection, a line that reinvents itself every year to reflect the spirit of modern women.

The following year, we faced a new challenge: how to keep that energy alive and push the message even further. The answer? Reimagining the iconic 1960s hit Oh, Pretty Woman. A timeless song, brought back with a fresh voice to keep the focus on self-love, independence, and the beauty of being who you are.

More than just a product launch, the campaign became a statement, a celebration of femininity in all its forms.