To mark Sant Jordi’s Day 2025, ESDI presented a proposal that breaks with classic imagery and embraces a contemporary and transformative perspective. Entitled “New Princesses,” the campaign, developed by students of the Master’s in Fashion Management and Sustainability, Paloma Botero Vanegas and Andrea Mansilla Jocol, reinvents the traditional tale of the princess and the dragon, transforming it into a story of power, autonomy, and action.
The project, conceived as their Master’s Thesis, was carried out in collaboration with Salomon Spain and culminated in a creative intervention in the brand’s store on Rambla Catalunya, Barcelona, which was transformed into the stage for this new narrative on Sant Jordi’s Day.
A Princess Who Doesn’t Wait to Be Saved
“New Princesses” starts from a clear and powerful premise: today’s princesses no longer need glass slippers; now they wear sneakers to run, explore, and conquer their own destiny. With this idea as a starting point, the students have devised a comprehensive communication strategy designed to connect with urban, active women passionate about outdoor style, who seek functionality without sacrificing design.
The campaign includes a manifesto, a visual narrative developed through graphic and audiovisual pieces, and a traffic-building activity prior to the event, designed to generate anticipation and attract the public.
A Shop Window Transformed into a Story
The heart of the project was the intervention in the window display of the Salomon Store in Barcelona. The store was transformed into a visual installation composed of giant roses, an illuminated dragon’s eye, and a message that summarizes the spirit of the campaign:
“The power is in our legs, in our voice, in our path.”
This action not only brings visibility to the proposal, but also demonstrates how design, creativity and strategy can lead to interventions with emotional, cultural and commercial impact.
Beyond the Classroom: A Master’s Thesis with Real Impact
“New Princesses” is a clear example of ESDI’s educational model, based on real-world challenges, collaboration with brands, and the direct application of knowledge in professional contexts. This Master’s Thesis moves beyond the traditional format to become a tangible experience that activates students’ critical thinking, creativity, and production skills.
A Master’s Program in Constant Evolution
This April marked the start of a new edition of ESDI’s Master’s in Fashion Management and Sustainability, reaffirming its commitment to education connected to reality, dedicated to sustainability, and with strong ties to the industry.
Acknowledgements
Thanks to Paloma Botero and Andrea Mansilla for their creativity, commitment, and vision.
To Tania Salas, Retail Marketing Specialist at Salomon Spain, for her support and confidence in emerging talent.
And to Laura Núñez, Master’s program coordinator and consultant at @vibrantmarketing, for guiding this process with passion and professionalism.
An example of how design, communication, and collaboration can generate cultural transformation and social value.