The project aims to expand the former player’s presence as a voice for the history and future generations of women’s football; her appearance at Milan Fashion Week marks a new phase in her positioning.
Rede Ronaldo has formally taken over the management of Milene Domingues’ career as a talent and brand ambassador. This initiative is part of a company project focused on the 2027 Women’s World Cup, which will be hosted in Brazil.
A former player and a key figure in Brazilian women’s football, Milene already had an existing relationship with Rede Ronaldo. Now, the partnership includes a strategy dedicated to expanding her presence in campaigns, events, and discussions regarding the legacy of the athletes who helped build the sport in the country.
One of the first initiatives was a rebranding photoshoot conducted prior to the European fashion season. Subsequently, Milene traveled to Milan at the invitation of Philipp Plein, arranged through Fefe Rigon, the brand’s director in Brazil. Wearing pieces from the label, she attended a lunch overlooking Piazza del Duomo on September 24; a gala dinner at The Plein Hotel on the 25th; and the SS27 fashion show, held on September 26 at the Ippodromo SNAI San Siro.
Her foray into the fashion world is part of a broader positioning strategy. Rede Ronaldo aims to connect Milene’s athletic journey with new platforms for communication and representation, with the 2027 World Cup as the ultimate goal.
“I was in Milan accompanying Milene closely, both personally and professionally. I was hired by Rede Ronaldo specifically to lead the Women’s World Cup project, and this repositioning of Milene is one of the central pillars of that effort,” states Lorrany Ritter, Executive Business Director at Rede Ronaldo.
(Credit: Patrycja.ryba.photographer)
