Sponsored / Film

Reclaiming “ginga”: designs that help the “art” of movement

In England, “ginga” is little more than a derogatory playground term for people with red hair. In Brazil, however, it has a far more poetic meaning: the art of movement. Pronounced “dzhin-gah”, it’s a broad and wonderful term that looks at the joyful fluidity of simply moving your body in a flowing, unchoreographed way, and one shown off beautifully in a new short directed by Mollie Mills for new footwear brand Mo:vel.

The film documents some of the young and beautiful residents of Rio de Janeiro who radiate movement in every area of their life – be it playing football or in the Brazilian martial art of Capoeira. With refreshing subtlety we see how the Mo:vel kicks are suited to any of these actions, and we get glimpses of some beautiful new graphics designs from artists  Bruno Nunes and André Coelho Moreira. The patterns are as bright and fun as the moves the shoes help facilitate, drawing inspiration from the rhythms of Bossa Nova, Axé and Forró.

Thankfully over here in grey old England we can now get a taste of this Brazilian energy and joie de vivre, as a new Mo:vel store has opened in Brighton. Let the gingas of the south coast rejoice: that taunt has been reclaimed into something rather beautiful.

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Mollie Mills: Mo:vel presents Ginga, the art of moving well (still)

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Mollie Mills: Mo:vel presents Ginga, the art of moving well (still)

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Mollie Mills: Mo:vel presents Ginga, the art of moving well (still)

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Mollie Mills: Mo:vel presents Ginga, the art of moving well (still)