Waterproof

A statement of style that does not yield to the ephemeral

Office

Spain

Services

Creativity
Media strategy
Paid Media
Audiovisual content
Campaign management

Date

2025

There are brands that change just to keep up with the pace.

And brands that move in the exact opposite way: staying true to themselves.
At a time when fashion constantly chases the new—sometimes out of inertia, sometimes out of pressure—Adolfo Domínguez reaffirms its independence from “change for the sake of change” and champions something increasingly valuable: consistency.

How can this form of resistance be turned into a contemporary symbol, without falling into nostalgia or pretense?

Solution

A physical metaphor for a very real conviction.

With Impermeable, Adolfo Domínguez opens a new chapter of its historic “Be Older” positioning, taking it to a more explicit territory: declaring oneself impermeable to fleeting trends, external pressures, and change for the sake of change. Here, resisting is not about standing still—it is a form of modernity.

The project builds its story around the metaphor of impermeability—not as a functional attribute, but as an attitude. Being impermeable to the fleeting nature of trends, the anxiety of always needing something new, and the pressure to reinvent oneself just to appear relevant.

To embody this, the spot features Ilia Topuria as the protagonist—undefeated UFC champion and symbol of determination. We see him moving through rain, water curtains, and even a car wash tunnel, dressed in Adolfo Domínguez garments that remain steadfast, just like him, against everything falling around him. The piece reinforces its tone with an intimate version of Resistiré, performed by Paula Espinosa and produced by Toni M. Mir.

The message becomes even more tangible through a key visual decision: the spot mixes iconic pieces from early collections with current ones, showing continuity without needing to highlight it. And, for the first time, the brand shifts its usual aesthetic register to explore vibrant textures and colors—a burst of energy that updates the essence without breaking it.

“Waterproof” was launched on October 28 with an international, multi-channel rollout: digital media, both organic and paid, outdoor advertising, and presence in 368 points of sale across 50 countries, with production by Lee Films. It was not just about reach, but about conversation—building a storytelling approach designed for audiences who value authenticity, time, and brands that endure.

A campaign that doesn’t chase trends. It pursues principles.

Case developed by CHINA, part of LLYC.