Avellano

Feb 2024

For the Avellano Spring 2024 ad campaign, creative director Arthur Avellano and director Jean-Charles Charavin push the boundaries of luxury fashion by marrying high-gloss materiality with surreal, cinematic storytelling. The campaign, which was captured on location in Los Angeles, masterfully utilizes natural light and low-key chiaroscuro techniques to heighten the dramatic tension between the garments and their environment. By juxtaposing sharp, high-shine latex and leather silhouettes against stark, unexpected backdrops—including a suburban residence engulfed in flames—the project creates a powerful editorial aesthetic that demands attention. Models Noah Cyrus, Sloan Waltz, and Vere Ronner anchor these compositions with a confident, centered presence, their wet-look hair and precise styling by Kandi Hernandez and Laura Rugetti reinforcing the brand’s uncompromising vision. Through a blend of studio strobe portraits and live-action technique, the imagery oscillates between intimate editorial minimalism and grand, disruptive narratives. This collection serves as a definitive statement for the fashion industry, where the interplay of texture, lighting, and bold, sans-serif typography defines the Avellano identity. By seamlessly integrating the raw intensity of the burning structure with the polished, reflective surfaces of the trench coats and gowns, the campaign captures a singular, high-fashion atmosphere that feels both timeless and provocatively modern, cementing the house's status as a leader in avant-garde luxury design.

Editorial, Commercial

Luxury Fashion Houses, Fashion, Fashion