🎶 When Venezuelan folk music becomes the soul of a French fashion campaign

When a Venezuelan folk song becomes the soul of a global fashion campaign

JACQUEMUS’ latest collection doesn’t just take us to the rural roots of southern France — it unexpectedly also transports us to the plains of Venezuela.

In one of the TikTok videos from the La Campagne Jacquemus campaign, the soundtrack was ‘Linda Barinas’, a deeply emotional song by Simón Díaz — known as the father of llanera and a legendary figure in Venezuelan folk music.

But this choice is no coincidence — the choice came from a Venezuelan creative: Héctor Dugarte De León, TikTok strategist and creative for #Jacquemus. His decision added a cultural and emotional layer that no one saw coming and it deeply resonated with people. The video has already surpassed 4 million views in just 2 days.

The campaign draws from Simon Porte Jacquemus’ personal memories — his farming childhood in Provence, his connection to a grounded life. But the inclusion of Linda Barinas amplifies that emotion, turning a French story into a global one. The music becomes a cultural bridge — honest, unexpected, and deeply moving.

So what is a Venezuelan folk song doing in a French fashion campaign? Everything. Because music isn’t just background — it’s storytelling, and when done right, it connects local roots with universal feelings.

Look into your roots, your memories, and your culture — that’s where the most powerful stories live.

Bravo Hector and congrats to the whole team Or Gerby, Sarah Benady, Almeida Malka, Josephine Bungener, Gabriel Simo Kemgang, Claudia Gazzelloni, Cyprien Ngeumani, Tobias Wendt, Owen Blosser, Hanaé Thomas, Elodie Jacquinet

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.