Muxes: Braids of Pride

"Braids of Pride," created for Pride 2023, celebrates the indigenous Muxes that have challenged gender binarism for centuries. They are heavily discriminated against in a homophobic country like Mexico. We discovered that the Muxes' hair can tell many stories. Each ribbon, flower, and braid in their hair carries powerful meanings. Every word was written in collaboration with the Muxes, and every wardrobe piece accurately represented their traditions. The campaign, "Braids of Pride" was the largest of its kind, marking a significant milestone for both the brand and Muxe history.