Summer 2022: brand announces new partnership with Mamacita
In the summer of 2022, GURU, the iconic 6-petaled daisy, experienced a season full of novelties and collaborations, confirming itself as an increasingly dynamic and trend-conscious brand. One of the most significant moments was the announced partnership with Mamacita, the famous Latin-urban music format that has been successful throughout Europe for years.
As main partner, GURU brought its unique and colorful style to the Latin music nights organized by Mamacita, dressing some of the most important venues in Italy. For the occasion, the brand created a capsule collection co-branded with Mamacita, featuring a fresh and vibrant design, perfect to accompany the music stages from June to September. The format's testimonials helped make this collaboration even more special by wearing and promoting the collection's products.
In addition to the partnership with Mamacita, GURU organized 12 dedicated stops throughout Italy during the month of July, where the famous margherita was the absolute star. This initiative allowed the brand to further strengthen its presence in the territory, engaging the public in unique and memorable experiences.
The decision to collaborate with Mamacita was part of a broader strategy that saw GURU engaged in other important partnerships during the summer of 2022, such as with La Rossa Music Festival, Fanatec GT World Challenge Tour, and ChezzGerdi, the Formentera restaurant for which the brand created a custom capsule collection inspired by the famous Spanish van.
These collaborations confirmed GURU's commitment to spreading its iconic daisy, a pop style symbol of the 2000s, back in the limelight with a renewed and increasingly relevant image. Summer 2022 was, therefore, a further demonstration of the brand's ability to combine tradition and innovation, conquering new audiences and consolidating its role in the fashion and entertainment scene.
