"Defend your spring", Ana de Armas and El Corte Inglés

May 18, 2020

Despite the quarantine and the health crisis caused by coronavirus in the world, the Spanish chain El Corte Inglés is reinventing itself and has decided to launch its fashion collection for spring 2020.

And what better image to star in it than the beautiful Cuban Ana de Armas, who has infused this new campaign with her elegance, glamour, and simplicity. The campaign advocates for vaporous and romantic dresses as "the best way to describe spring."

The Spanish company could not have chosen a better ambassador for the much-anticipated campaign, with which it prepares for the reopening of its department stores when the health crisis that has so impacted the market, especially the Spanish one, comes to an end.

Under the slogan "Defend Your Spring," Ana de Armas and El Corte Inglés also send a message full of good vibes, colors, encouragement, and hope in these difficult times, and they assure that in the new season "responsibility, respect for nature, and a new way of relating to each other will be the priority."

In the images, the "yellows that replicate the joy of spring and vibrant looks that show that you are ready to enjoy" stand out.

El Corte Inglés's spring proposal organically combines floral prints, long and loose dresses, with ruffles and balloon sleeves in both blouses and dresses and jumpsuits. Styles that apparently will set the trend this season. "You've said it this year, with your energy to handle everything, with your attempts to catch the sun from your window, with your desire to enjoy it... Spring is wherever you are."

El Corte Inglés's connection with spring is already historic, and in a year like this one, we could not help but think about how to accompany, honor, and value the effort of a society that is fighting to return to normalcy and that deserves to have a spring.

With actress Ana de Armas, nominated for a Golden Globe, as the image for this season, the campaign is dedicated to unique women with personal styles who have demonstrated their strength, courage, and determination to overcome this crisis. The actress is one of those women. "It was something totally unexpected. It is very exciting, my first project in Spain after six years, I am happy," said a proud Ana de Arma (Cuba 1988) who returns to Spain, her second home, laden with vital experiences that have opened her mind and her capacity to adapt after several years working in the mecca of cinema.

Ana de Armas adapts in this campaign to the different fashion and style proposals of El Corte Inglés just as she does to the characters she plays and builds on the basis of sensitivity and strength. She always seeks a game of mutual enrichment between the actress and the character to discover—in this case, singular women with their own style, protagonists of El Corte Inglés's spring.

"Defend Your Spring" bets on all women who seek to be themselves. El Corte Inglés proposes ideas, colors, garments, and prints with which to build a style beyond trends and with which to feel like owners of a season in which responsibility, respect for nature, and a new way of relating to each other will be the priority. Ana de Armas is in tune with this idea. She believes we should take time to breathe, enjoy the present, connect with nature and ourselves.

Shot in the fields of Toledo, in the heart of nature, the campaign shows us a radiant Ana de Arma dressed in Woman Fiesta, Lloyd's, Tintoretto, and Woman Limited from El Corte Inglés, among other brands. Light and vaporous dresses, monochromatic options, and unique and original prints are the proposal for a spring dedicated to women who are aware of who they are and what they wear.

For three days, Ana de Arma collaborated with photographer duo Van Mossevelde, French-born filmmaker Louis de Caunes, and the El Corte Inglés team, none of them aware of what was about to come. Now the campaign resumes with more momentum and enthusiasm than ever to accompany the different women it targets in this new season that kicks off on the website and will gradually reach all of the group's stores.