About the project
To demonstrate Mercado Livre’s ongoing commitment to supporting the LGBTQIA+ cause, the company, in partnership with Casa 1, launched another edition of the Casa 1 Bazaar.
Created to raise funds for initiatives aimed at supporting and empowering the community, the bazaar gained greater visibility and creativity in its second edition.
Moda TRANSforma uses fashion as a voice for gender affirmation.
On National Trans Visibility Day, Mercado Livre reaffirmed its commitment to ensuring that representation is a year-round priority. The situation was urgent: 45.5% of trans content creators had not done any work as influencers in the six months leading up to the survey, highlighting just how overlooked the trans community still is by the market. The campaign was launched by embracing fashion and identity to show that existing and expressing oneself are both political and celebratory acts at the same time.
Moda TRANSforma celebrates acceptance, representation, and style within the LGBTQIA+ community.
GINGA’s creation for Moda TRANSforma introduced a powerful concept that captures the sense of community within the LGBTQIA+ movement, taking shape in a film that celebrates inclusion and representation without neglecting the fashion and colors that unite people in the community.
In the format of a pocket fashion show, the film features influencer and rapper Boombeat, as well as members of the community on the Mercado Livre team—including Thomas Nader, a trans employee and leader in Human Resources, who is also part of the company’s LGBTQIA+ affinity group
Moda TRANSforma makes an impact with a charity sale and exclusive items.
The bazaar featured a variety of items, including clothing, shoes, accessories, books, and home goods. To add even more sparkle to the second edition of the initiative, artist Joana Jade—a Black trans woman from the outskirts of the city—was invited to customize a number of exclusive, limited-edition pieces. All proceeds were donated to Casa 1, an organization that supports LGBTQIA+ people in vulnerable situations by promoting cultural activities and providing healthcare services.
