The gender gap in the arts is gradually narrowing, yet the statistics remain a cause for concern. Women still represent only about 25% of solo gallery shows. Taking a closer look at the top 18 major art museums in the U.S, we find that only 13% of the artists showcased are women. The most popular research website, Wikipedia, reports that a mere 8.5% of its editors identify as female. These figures raise the question: if the coverage of women artists is not extensive, how likely is it that people are learning about them? To answer this question, we partnered with Paola Vilas (PV), artist and designer based in Rio de Janeiro who is actively reshaping the landscape of contemporary art and shedding light on the role of women in the field.
Since establishing her eponymous brand in 2016, Paola Vilas has presented a provocative aesthetic perspective through her unconventional artistic creations. Her work delves into the boundaries between femininity and masculinity, seeking to deconstruct and reimagine societal roles surrounding the feminine. Through conceptual explorations, PV aims to challenge our understanding of femininity and encourage women to create spaces of freedom. Paola Vilas, renowned for her dreamlike perspectives celebrated through jewelry, has also expanded her artistic investigations into furniture design. Rather than solely creating jewellery, she treats each piece as if it were a work of art in itself. Her work revolves around the concept of the free relationship between female and the feminine. The curves of Rio, her hometown, serve as a continual source of inspiration for her designs.
The Partnership
A year later, we partnered with Paola Vilas' small team to amplify her brand's reach. Through an innovative campaigns featuring cinemagraphs—a captivating blend of static imagery and subtle movement—we have successfully promoted PV's jewellery business and achieved impressive results. Through our strategic approach, we tripled engagement rates and gained international recognition. PV brand quickly captured the attention of esteemed publications such as Harpers Bazaar, Lula, The Cut, and Self Service. The campaign's success not only elevated PV's brand, but also contributed to expanding the representation of women artists. Through the exploration of diverse mediums and commitment to inclusivity, Paola Vilas is reshaping the art landscape. Paola Vilas actively paves the way for a future where society celebrates and recognizes the artistic contributions of women in equal measure. Click here to view the outcome of this partnership!