Jessica Alba and Cassie Star in Clothing Brand’s Mexican-Themed Campaign


Clothing brand and retailer Opening Ceremony debuted its Spring 2020 collection and the lookbook, titled The Familia: A Portrait Series, featuring prominent Mexican creatives including actress and entrepreneur Jessica Alba and singers Omar Apollo and Cassie. Shot by photographer Stefan Ruiz, the spread features inspirational change-makers in the Mexican and Mexican-American community as part of the brand’s “Year of Mexico” initiative to elevate movers and shakers within the Mexican community.

“Throughout our lives, and particularly through our ‘Year of Mexico’ project, we have been privileged enough to witness the breadth of talent and soul that emanates from the Mexican community. In our current political climate, and at a most crucial time to celebrate diversity on both our home front and broad, we decided to bring together friends new and old who pioneer conversation in the global cultural dialogue,” said co-founder and creative director of Opening Ceremony.

Alba, 38, is not only known for her TV and film work but her efforts to promote eco-friendly and safe beauty and baby products after founding the billion-dollar company, The Honest Co. in 2011. The actress, born in Pomona and granddaughter to Mexican immigrants, describes herself in the “Year of Mexico” campaign as a “tequila-loving, Mexican-American” and “SoCal native chingona for real.”

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Jessica Alba (@jessicaalba) is an actress, mom of three, and founder of The Honest Company. As she puts it, she’s an “entrepreneur (forever), entertainer (sometimes), loyal friend (always), serious cuddler, terrible speller, self-taught, truth-seeking, boundary-pushing, outlier-oriented, future-facing, detail-obsessed, tequila-loving, Mexican-American, So-Cal native and chingona for real.” . Jessica is featured in our latest project, “The Familia: A Portrait Series” by Stefan Ruiz. To learn more and to view the full cast, click the link in bio. Creative Director: @humberto Photographer: @stefanruizphoto Stylist: @maxortegag Hair: @evaniefrausto Makeup: @marcelogutierrez Manicure: @betina_goldstein for @essie Set design: @daviddavisdoesdallas

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She also writes that she’s proud to be friends with Opening Ceremony co-founder Leon and Carol Lim for “expanding perceptions” and “redefining standards and changing culture.”

The series was shot in Los Angeles and New York, capturing a cast of “established and emerging individuals” which included artists, actors, chefs, designers, multihyphenates, and more.

The 33-year-old singer Cassie, whose mother is of Mexican descent, also modeled in the Opening Ceremony “Year of Mexico” campaign while pregnant with her first child. “My current project is becoming a mother and I can’t wait to experience the transformation that comes through motherhood, especially in creating new music and visuals,” Cassie’s said.

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Cassie (@cassie) is a singer, actress and entrepreneur based in Los Angeles. “My current project is becoming a mother and I can’t wait to experience the transformation that comes through motherhood, especially in creating new music and visuals. I’m an artist at heart,” she says. “Like every woman, I’ve gone through many significant transitions in life that have taught me so much about myself and the woman that I want to become. I’m focused on becoming.” . . Cassie is featured in our latest project, “The Familia: A Portrait Series” by Stefan Ruiz. To learn more and to view the full cast, click the link in bio. Creative Director: @humberto Photographer: @stefanruizphoto Stylist: @maxortegag Hair: @evaniefrausto Makeup: @marcelogutierrez Manicure: @betina_goldstein for @essie Set design: @daviddavisdoesdallas

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The campaign also features RuPaul’s Drag Race alum Valentina who is a first-generation Mexican American who said she incorporates “her culture into every facet of her work and inherently works to further the awareness of drag within the Latin community.”

Other creatives include The Dog Whisperer César Millán, Cholas y Chulas creative director José Hernandez, LA-based musician Jazzy Romero, singer-songwriter San Cha, Vida actor Raúl Castillo, and Daniela Soto-Innes, the youngest chef to be named World’s Best Female Chef.

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As part of our ongoing Year of Mexico project, we are proud to present our Spring 2020 collection through “The Familia: A Portrait Series” by Stefan Ruiz, featuring inspiring and influential figures in the Mexican creative community. The series, shot in Los Angeles and New York, captures a cast of established and emerging individuals – artists, actors, chefs, designers, musicians, photographers, entrepreneurs, multi-hyphenates – that exemplify the power of Mexican creativity today. “Throughout our lives, and particularly through our Year of Mexico project, we have been privileged enough to witness the breadth of talent and soul that emanates from the Mexican community. In our current political climate, and at a most crucial time to celebrate diversity on both our home front and abroad, we decided to bring together friends new and old who pioneer conversation in the global cultural dialogue.” – @Humberto, Opening Ceremony’s co-founder and Creative Director. Head to the link in our bio to learn more about the project and cast. Creative Director: @humberto Photographer: @stefanruizphoto Stylist: @maxortegag Hair: @evaniefrausto Makeup: @marcelogutierrez Manicure: @betina_goldstein and @kayo.hc for @essie Set design: @daviddavisdoesdallas & @studio.guapo Cast: @allaboutvalentina, @eseveco, @veteranas_and_rucas / @map_pointz, @raulcastillo, @prohibited.amor, @jessicaalba, @itzelalejandra.gif, @cesarsway, @anitaherrera_, @elrafaesparza, @equihua_official, @chicanoplayboy / @cometonocheromantica, @el_sancha, @omar.apollo, @mexicanjihad, @cassie, @smilewith_style, @fei_bian, @hibye.world / @mamillicn, @jazzygirl______, @gabrielaxruiz, @everybody.world, @mychivas, @barbacoachef, @iamdebbiegonzales, @hibye.world / @robertosanchezz, @barragannnn / @ytinifninfinity, @bunnyjrtapes, @hibye.world / @katsu_fan, @danielasotoinnes, @omgregory, @zemmoa

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The portraits shot for the campaign provide a first look at Opening Ceremony’s new collections, which were inspired by the team’s travels to Mexico.

During the first week of sales for the collection, 20 percent will be donated to Fondo Semillas — a non-profit organization that works closely with women-led grassroots groups in Mexico that help local communities and promote gender equality.

Check out the rest of the portraits here.

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