“YAGA is an independent music festival embracing queer and trans identities by connecting Brazilian and international subcultures together under one roof. The festival combined performances from some of the most influential, up-and-coming contemporary names both locally and globally, including artists such as Sophie, Linn da Quebrada, Arca and Badsista, among others. YAGA was held at São Paulo’s iconic downtown club Love Story just five days after homophobic president Jair Bolsonaro’s election. It came to symbolize a collective expression of resistance and solidarity.
“YAGA’s identity was designed to complement the experimental aesthetics of the festival and its attendees, navigating a balance between fluid, organic gestures and bold, impactful moments. By pairing the electric red with murky complementary colors that sit between purple and gray or green and brown, the combinations reflect an urban ‘ugly beauty’ specific to São Paulo.”