Mother’s Day at Dafiti

Dafiti Reframes the date in the pandemic scenario by inviting mothers and daughters to share experiences and discoveries digitally

São Paulo – Mother’s Day celebrations will be atypical this year: many children will be physically distant from their maternal figures (mothers, aunts, daughters, grandparents). Understanding this new scenario and the impact that its may have on the lives of its customers, Dafiti promotes campaigns on the Dafiti and Tricae e-commerces with a focus on reframing affection in the midst of the pandemic and the importance of maternal sorority at this time.

Dafiti, the leading fashion e-commerce in Latin America, curates content about the rediscoveries of motherhood for the brand’s IGTV. To foster the discussion, it brought digital influencers who are mothers to share their new routines, care and learnings acquired in this new scenario. Dafiti will also feature a special page on the website, with gift ideas for mothers for this very important date

Tricae in turn, the online leader in children’s products, activated its community of mothers so that together they could transform current relationships and encourage, in the virtual environment, the exchange of experiences, tips and maternal perceptions. The proposal is for the brand to mediate, on its social networks, the conversation about empathy and sorority among mothers. This is because fostering support now is even more fundamental. Using the hashtag #SomaDeMae, they will be able to publicise each other’s work, share maternity tips and motivational phrases, to form a network of exchanges and mutual support.

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About Dafiti:

  • Office in 4 countries (Brazil, Argentina, Chile and Colombia) and 5 warehouses;
  • It is part of the Global Fashion Group (GFG), the leading fashion and lifestyle retail destination in Asia Pacific, Latin America and CIS;
  • Universal mobile platform – tablets and smartphones – for iOS and Android systems;
  • To learn more, visit:
    • Brazil:,,
    • Latin America:,,
    • GFG:
    • Institutional:

About Global Fashion Group

Global Fashion Group is the leading fashion and lifestyle retail destination in Asia Pacific, Latin America and CIS. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established ecommerce platforms: THE ICONIC, ZALORA, dafiti and lamoda. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 17 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In 2019, GFG delivered more than 34 million orders to over 13 million Active Customers.

GFG is listed on the Frankfurt Stock Exchange (GFG.DE) ISIN: LU2010095458.

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