Karsten launches Mother’s Day campaign with influencer Yasmin Castilho

For Mother’s Day 2026, Karsten, a company participating in Texbrasil (the Internationalization Program of the Brazilian Textile and Apparel Industry), a partnership between Abit (the Brazilian Textile and Apparel Industry Association) and ApexBrasil (the Brazilian Trade and Investment Promotion Agency), launched the campaign “For All Mothers”, with the aim of strengthening the emotional connection with the public and valuing real motherhood. The nationwide initiative runs through May 10.

The campaign features influencer Yasmin Castilho, who stars in the Mother’s Day communication alongside her family. “It was very special, perhaps one of the most remarkable campaigns I’ve ever done, because it brought together my mother, Bento, and Elis in my belly! Today I look at the photos and get emotional about having had the chance to eternalize such a special moment, alongside a brand that has been with me through so many phases,” celebrates Yasmin, who has taken part in Karsten’s marketing initiatives for more than seven years.

The influencer described her experience during the filming of the campaign: “I was truly very comfortable with the team, which is always very attentive, patient, and caring. We will keep every click and every video with great affection, as emotional memories, you know? A mother is comfort, she is home, and that is exactly what each record delivered.”

For Joana Campestrini Fuchs, Karsten’s marketing manager, the campaign reflects a moment of maturity in the brand-building process. “This Mother’s Day, we sought to portray motherhood in a true way, recognizing that each woman experiences it in her own manner. With ‘For All Mothers’, we reinforce a more contemporary and approachable perspective, one that values individuality and creates genuine identification with the stories that are part of everyday life,” she says. She adds that the choice of Yasmin Castilho to bring this narrative to life was made because “she is a long-standing partner of Karsten and naturally represents the values we want to communicate. Her genuine relationship with the brand and her real experience of motherhood bring authenticity and identification to the campaign.”

As part of its commercial strategy, Karsten is promoting the “Buy and Get” offer: with purchases over R$ 899, consumers receive the exclusive Felícia robe, worn by Yasmin Castilho in the campaign film, in gift-ready packaging. The brand also offers a digital quiz on its website to help customers choose a gift, providing a more personalized experience. The products are available at Karsten’s physical stores and on the brand’s e-commerce platform.

Watch the campaign video: