Waterproof to Change for Change’s Sake: The New Statement of Principles from Adolfo Domínguez and LLYC China

There are brands that evolve, and there are brands that resist.

Adolfo Domínguez launches a new campaign that, far from following trends, champions something increasingly valuable: consistency.
In collaboration with CHINA, part of LLYC, and a strategically planned media rollout led by our Digital Marketing team, the Galician brand presents a new chapter of its already iconic slogan, “Sé más viejo”, a statement of principles encouraging mindful consumption, thoughtful choices, and maintaining a personal style, beyond fleeting trends.

The campaign uses waterproofing as a metaphor for this resistance to the volatility of the industry. And no one embodies that strength better than Ilia Topuria, undefeated UFC champion. In the spot, we see him enduring rain, cascading water, and a car wash tunnel, dressed in iconic pieces from the brand that, like him, stand strong against everything.

The story is accompanied by an intimate rendition of the classic “Resistiré”, performed by Paula Espinosa and produced by Toni M. Mir, reinforcing the message of determination and authenticity. For the first time, Adolfo Domínguez steps away from its signature black-and-white palette to embrace vibrant colors and lively textures, reflecting a shift in energy without losing its essence.

The campaign hasn’t just been told—it’s been made visible in the spaces where today’s influential brands are built. Thanks to a mix of paid media that included YouTube, Connected TV, Instagram, and digital magazines, it reaches an audience closely aligned with the brand’s values: consumers who value authenticity, purposeful style, and resilience in the face of the ephemeral.

A campaign that doesn’t follow trends, but principles.
Because in times of constant change, true modernity lies in staying true to yourself.