The collaboration between Mustang and Marta Lozano was conceived as more than a collection launch — a natural extension of the ambassador’s universe translated into product. For the Fall/Winter 2025 campaign, the objective was to bring this connection into a tangible space where style, attitude and environment coexisted seamlessly. Beyond a traditional presentation, the aim was to create an experience capable of bringing the collection to life while reinforcing its positioning through a more aspirational approach, connecting directly with the audience and driving real impact on product desirability.

Building on this idea, we developed a comprehensive activation that merged campaign and experience into a single narrative. A setting was created at an equestrian venue in El Pardo, where the landscape and the connection with horses naturally reflected the collection’s visual universe. Fabra Comunicación oversaw the full execution of the project, from the production of the shoot to the management of the event, including talent curation, guest coordination, catering and activity planning. Profiles such as Dulceida, Madame de Rosa, Teresa Andrés, Meri Lozano and Carla Hinojosa were part of the experience, taking part in an equestrian route that directly connected with the campaign’s narrative. The day concluded with a lunch where product and community were organically integrated, reinforcing the bond between brand and ambassador.

The result was an activation with a direct impact on both brand perception and the commercial performance of the capsule. The combination of shooting and live experience allowed the product to be positioned within an aspirational and experiential context, generating organic content and conversation around the launch. The presence of key profiles amplified the visibility of the leading models, consolidating their desirability at a strategic moment in the season. A proposal that demonstrates how the integration of narrative, environment and experience can translate into tangible sales impact.