Brand Linkups
6 min
Feid x Primavera
The Return of an Icon and the Artist of the Moment in One Back-to-School Campaign
The Return of an Icon and the Artist of the Moment in One Back-to-School Campaign
On January 5, 2026, Colombia woke up to news no one expected but everyone immediately understood: Feid was launching his school supplies collection in collaboration with Primavera and bringing Ana Sofia Henao along.
To understand why that was a cultural moment, you have to understand what each piece of this puzzle represents.
Primavera is one of Colombia’s most recognized school supply brands. Decades accompanying the back-to-school season for millions of students. But consumers change, and a brand that wants to stay relevant has to understand how to speak to the people who will actually use its products.
The decision to bring in Feid was strategic from the start. The singer, known as Ferxxo, is the Colombian urban artist with the greatest influence over today’s youth. His music, his aesthetic, and his visual identity are reference points for an entire generation: the same generation that buys notebooks.
But Primavera didn’t stop there. The big creative move was bringing in Ana Sofia Henao: the model who for 13 consecutive years was the cover of the country’s most popular notebooks in the 2000s. An entire generation grew up with her image on their school supplies.
The campaign connected those two generations in a single project. Comments like “My notebooks were better and it was all her fault” and “I want to study just for the supplies” went viral, and the collection of notebooks, thermos bottles, backpacks, and accessories inspired by Feid/Ferxxo’s visual universe became the most talked-about back-to-school launch of the year.
What young people do consume is culture. And when a brand appears authentically within that universe, the effect is completely different. It’s not advertising. It’s belonging. Primavera understood that. And with Feid and Ana Sofia Henao together, it built a campaign that spoke to two generations at the same time, through a single object: a notebook.
© 2025 LNK For Brands. All rights reserved. Built by Digital Tailwind.