GENES is an up-and-coming brand of independent design that bets on timelessness, straying away from trends to create its own universe.
Its main characteristic is reflected in its prints, stemming from personal exploration, in which it tries to find satisfactory compositions from silhouettes, the use of color and the juxtaposition of resources to form digital collages.
Therefore, illustration is the heart of the brand, and it works as the distinctive feature, offering a wide range of prints and visual narratives.
Barrok brings to reality a character I like to call “Neo Antonieta”, who comes from identifiable feelings, such as dissonance with the present, nostalgia for a rococo soul, or the need to seek refuge in one’s own imaginary worlds.
Far from betraying its essence, Neo Antonieta reincarnates in a contemporary key: tulle crowns held by paper ribbons, worn laces, scraps turned into dresses and flat shoes that redefine the idea of a new princess.
Barrok’s proposal lies in the union of two otherwise contrasting elements. The youthful and playful opulence of the baroque finds itself in decontextualized scenarios, creating images that feed into a dramatic and intimate yet collective imaginary.
More than just a campaign, it’s a visual manifesto where excess, fantasy and rebellion coexist to bring life to a personal universe.
barrok – 2025
team:
brand: @genes_ba
creative directors: @valu_sant @camiladuhalde
make up: @valu_sant
photography: @camilaferndz
wardrobe assistant: @peshrro
stylists: @camiladuhalde @valu_sant
models: @ch1alu @uuhkiara @lunamarmiroli_
