SHAKIRAXGENZ — Laundry Service Re-design

Art Direction by Sandra Houghton Soto

01. The Backstory

Growing up, Laundry Service wasn’t just an album — it was e v e r y t h i n g.
Shakira was our Madonna. Our Beyoncé. She was revolutionary because she also expose latino music and artist to the globe.

But somewhere between Millennials growing up and Gen Z discovering music through TikTok algorithms… shakira slowly start to fade out.

AND WE CAN NOT ACCEPT THIS.
So I decided to reintroduce her — in a way Gen Z could see our queen.

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02. The Problem

Gen Z doesn’t really know early Shakira.
They know Super Bowl Shakira, or even “Hips Don’t Lie” Shakira.

But Ojos Asi, Te anuncio, Un dia de Verano Shakira...
Not so much.

The album needed to reflect the whole point of the Albumn:
fresh start, new beginings, exciting, and full of possibilities.

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03. The Mission

Take an iconic Millennial album…
and redesign it so it feels like it is meant to be Gen Z’s.

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04. The Insight

Gen Z loves:

• Playful but clean aesthetics
• Retro things reimagined or brought back
• Art direction that feels visually stimulating to not scroll.

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05. The Concept

“Going back to Mother.”
We wanted to eintroduce to our latina Mother to a more young audience. I kept the soul of the album — the playful energy, the confidence, and freshness —
and rebuilt the visuals with a fresh, youthful aesthetic that invites Gen Z to meet Shakira for the very first time.

Use of soft tones, bold but feminine design, and a modern clean feel that still could be appreciate for older generations.

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06. Final Thought

This project isn’t just a redesign.
It’s a tribute to the younge version of me that saw herself in Shakira.
and an invitation for a new generation to fall in love with her too.