Since he announced his separation from Mauricio Macri with a measured and elegant phrase—true to his style—, Juliana Awada She kept a low profile from which she only came out to show off a trip or an impeccable look. Now he has a new job.
Bullrich Patio chose her as the protagonist and ambassador of his new institutional campaign. Awada tops The Courtyarda cinematographic aesthetic fashion film in which he tours different shopping spaces in scenes that mix fashion, gastronomy and small urban rituals. The proposal seeks to install an idea of luxury that is not based on ostentation but on something more diffuse: emotion, identity, the everyday become extraordinary.
The concept that organizes the campaign is “Where every moment matters”a phrase that shopping amplified on its networks with an almost philosophical tone: every pause, every meeting, every afternoon of shopping as an experience with its own value. Daiana Szarfsztejncenter manager of the shopping center, was direct when explaining the choice: “When thinking about the spirit of our shopping center, we found in Juliana the profile that represents that universe.”
It is not an innocent choice. Awada has been, for years, one of the most solid names in Argentine style: textile businesswoman with her own brand, former first lady with international presence and a personal aesthetic that always privileged sobriety and precision above any excess. Exactly what Patio Bullrich wants to project. The campaign will be deployed on social networks, public roads, influencers and PR actions in a strategy that shopping defines as 360.
The timing is not minor. With the separation of Macri as the last big headline that bore his name, Awada comes out on the public scene with his own profile: style reference with independent agenda. That her first major appearance was as a brand ambassador rather than as a political figure says something about the place from which she chose to reposition herself. The world of fashion and lifestyle has always been the terrain in which Awada moved most comfortably, and this campaign confirms it.
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