This new Adolfo Domínguez ad is impermeable

The film Impermeable (Waterproof), produced by Lee Films, is presented as the latest chapter in the “Be Older” platform, the brand territory from which Adolfo Domínguez has long defended a different, more conscious and thoughtful way of understanding fashion. 

In this new instalment, the brand once again underlines a commitment sustained for almost five decades: creating garments designed to last, pieces that outlive the fleeting calendar of trends and aim to reduce environmental impact by prioritising quality and long-term use over impulsive purchasing.

The film is conceived as a tribute to the brand’s own history and to its consistency: just as the protagonist of the piece stands unfazed in the rain, the label claims its own “waterproof” stance against the prevailing currents of the industry, which shift direction from season to season.

The directing duo AMO, formed by Sergio Hernández and Alfonso Gavilán, delivers an astonishingly fresh vision, combining highly crafted visual language with bold staging choices. Their work stands out for a contemporary gaze that dares to experiment with framing, colour and editing, bringing a new sensibility without ever losing clarity in the storytelling. Impermeable thus becomes a
statement of intent: a film that celebrates loyalty to one’s own style, resistant to the pressure to “change for change’s sake”, and that advocates a quieter yet stronger kind of fashion, built to endure both in wardrobes and in the identity of those who wear it.