Você já ouviu falar do Afrofuturismo? Esse é um movimento cultural nascido nos anos 60, mas popularizado em 1994, que envolve literatura, cinema, música e moda e tem como tema central o encontro da história e mitologias africanas com um futuro tecnológico e científico.

Se você está achando algo familiar nessa proposta, isso é porque, atualmente, estamos presenciando esse movimento se tornar popular novamente. O filme Pantera Negra é uma das principais referências recentes do afrofuturismo, já que reúne a cultura africana e a tecnologia futurista no seu visual. Outro exemplo é a cantora Janelle Monáe, que também utiliza os conceitos do afrofuturismo em seus vídeo clipes.

Imagem: Campanha Avon

Inspirados nesse movimento, a Avon criou uma campanha incrível em homenagem ao mês da consciência negra. O vídeo foi gravado em Paraisópolis, periferia da zona sul de São Paulo, e foi uma colaboração entre a marca e o coletivo MooC (Movimento Observador Criativo), um grupo formado por 8 jovens negros de periferias de São Paulo, que tem como proposta fazer produções e projetos criativos que valorizem a diversidade.

O vídeo é dividido em cinco temas – afetividade, ressignificado, ancestralidade, corpo, futuro e Ubuntu, uma filosofia africana que trata da importância de se relacionar com os outros. O manifesto narrado ao fundo, fala sobre conhecer suas origens, para então construir um futuro. “E que continue sendo meu futuro, nosso futuro, um afrofuturo”, diz o manifesto.

As estrelas da campanha são 6 mulheres, que representam o poder delas na sociedade. Elas usam roupas e maquiagem coloridas para ressaltar os seus traços e tom de pele que, de acordo com a marca, ao longo da história foram rejeitados. A maquiagem foi produzida por uma especialista em maquiagem para pele negra e, os cabelos, por uma especialista em tranças e cabelos afro.

Entre as representantes da campanha estão a artista Ana Paula Patrocinio, a música Negravat, a influencer Magá Moura, a visual merchandising Giovana Rocha, a artista Raquel Cabaneco e a revendedora da Avon Arlete.

“Nessa campanha eu tive mais voz. Algumas pessoas não notavam a minha presença, agora vão ver que eu existo e que eu tenho voz para dizer aquilo que penso”, disse Arlete.

Além delas, a marca convidou a influencer Luciellen Assis para fazer um vídeo ensinado uma maquiagem inspirada no afrofuturismo e falar um pouco mais sobre ele. “É exatamente isso, desmistificar toda essa coisa do negro como exótico e mostrar que o negro é também inteligência, tecnologia, avanço e ciência”, diz Luciellen.

Juliana Barros, diretora executiva de Marketing da marca, disse que o objetivo da campanha é celebrar a existência da população negra e mostrar a importância da representatividade. “Queremos convidar as pessoas a uma reflexão a respeito da inclusão da identidade negra no cotidiano”, declarou.

Imagem: Campanha Avon

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